Marketing Management for Nonprofit Organizations

Name: Marketing Management for Nonprofit Organizations
Availability: OutOfStock
ISBN: 9780199271825

ISBN-10: 0199271828

ISBN-13: 9780199271825

Edition: 2nd 2004 (Revised)

Authors: Adrian Sargeant

List price: $85.00

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The second edition of Marketing Management for Nonprofit Organizations provides a comprehensive overview of the theory behind nonprofit marketing, and analyses key nonprofit contexts such as fundraising, the arts, education, healthcare, volunteering, the public sector and the arena of social ideas.The text is divided into three parts, mirroring the syllabus that is taught on many undergraduate and MBA course modules. It begins with an introduction to the nonprofit sector and the topic of marketing before moving on to develop a framework for marketing planning, including a detailed consideration of topics such as overall direction, market segmentation, branding and positioning. The text…

Book details

List price: $85.00
Edition: 2nd
Copyright year: 2004
Publisher: Oxford University Press, Incorporated
Publication date: 2/17/2005
Binding: Paperback
Pages: 424
Size: 7.44" wide x 9.69" long x 0.88" tall
Weight: 1.804
Language: English




Introduction To Marketing



Scope, Challenges and Development of the Nonprofit Sector



Introduction To Marketing: Developing A Societal and Market Orientation



Marketing Planning



Marketing Planning: The Market Environment and Marketing Audit



Marketing Research



Marketing Objectives and Strategy



Branding



Marketing Programmes and Services: The Operational Mix



Social Marketing and Campaigning: The Marketing of Ideas



Specific Applications



Fund-Raising



Arts Marketing



Education



Healthcare



Public Sector



Volunteer Support and Management