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Nonprofit Marketing Marketing Management for Charitable and Nongovernmental Organizations

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ISBN-10: 1412909236

ISBN-13: 9781412909235

Edition: 2006

Authors: Walter Wymer, Patricia Knowles, Roger Gomes, Michael Polonsky, Barry O'Mahony

List price: $162.00
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Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples. Key Features: Offers clear coverage of marketing fundamentals: A survey of marketing functions, tailored specifically for nonprofit organizations, provides the reader with a framework for organizing, planning, and implementing marketing strategies. Special treatment is given to the important…    
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Book details

List price: $162.00
Copyright year: 2006
Publisher: SAGE Publications, Incorporated
Publication date: 3/6/2006
Binding: Hardcover
Pages: 384
Size: 7.50" wide x 9.25" long x 1.25" tall
Weight: 2.068
Language: English

Walter Wymer is an Associate Professor of Marketing in the School of Business at Christopher Newport University.nbsp; Walter earned his D.B.A. from Indiana University in 1996, taught one year at Jacksonville University, and joined the faculty of CNU in 1997.nbsp; His area of research expertise is nonprofit marketing.nbsp; He has published peer reviewed articles and given presentations on volunteer marketing, cause-related marketing, direct marketing, social marketing, and fund raising.nbsp; Walter is a former president of the Atlantic Marketing Association.nbsp; He is editor of the Journal of Nonprofit & Public Sector Marketing and North American editor of the International Journal of…    

Patricia Knowles is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where she teaches courses in Nonprofit Marketing, Promotional Strategy, Consumer Behavior and Marketing Principles. Dr. Knowles joined the Marketing Faculty in the fall of 1991. Her academic research is concerned with Issues in Nonprofit Marketing, Marketing Strategy Analysis, e.g., product portfolio matrices, Perceptions of Promotional Tools, and B2B Advertising. She has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Marketing…    

Roger Gomes is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where he teaches courses in International Marketing, Business to Business Marketing, and MBA Strategic Analysis. Dr. Gomes joined the Marketing Faculty in the fall of 1987. Previously, he had been Technical Manager and later a Division Marketing Manager for first tier suppliers to the automotive, copier, and computer industries. His academic publications span logistics, leadership, and e-commerce as they relate both to business and nonprofit marketing. He has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing…    

Marketing Management
Introduction to Nonprofit Marketing
Dimensions of Nonprofit Marketing
Importance of Nonprofit Sector
Types of Nonprofit Organizations
Challenges Faced by the Nonprofit Sector
Adoption of Marketing Approach
Current Issues
Book's Organization
Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation
Mission - Defining a Focus and Scope
Strategic Objectives to Achieve the Organization's Mission
Unique Value Proposition
Research in Nonprofit Organizations
Publics of Nonprofits
Orientations of Nonprofits
Why Nonprofits Must Do Research
Where Research Fits Into a Nonprofit's MIS
The Research Process
Strategic Market Analysis and Planning for Public and Nonprofit Organizations
Defining Strategic Marketing, Planning, and Management
The Importance of Marketing Analysis and Planning
The Interrelatedness of Marketing Topics
The Basic Strategic Market Analysis Process
Potential Areas of Change That May Affect Strategic Planning
Three Planning Situations
Why is Strategic Planning Based in Marketing Theory?
Organizational Culture, Values and Approach to Management Impacts Planning
When Market-Based Strategic Planning Is Most Important
Offers in Nonprofit Organizations: Product and Place
Offers in Nonprofit Organizations
The Nonprofit Marketing Mix
Identifying the Offer in Nonprofit Organizations
The Five Levels of an Offer
Offer Classification
Managing Nonprofit Offers
Nonprofit Offer Development
Managing Nonprofit Distribution
Offers in Nonprofit Organizations: Promotion and Price
Promotion -Marketing Communication
Promotion Objectives
The Promotional Mix
Prices in Nonprofit Organizations
Nonmonetary Prices of Nonprofit Offers
Marketing To Donors And Volunteers
Direct Marketing Tactics
Importance of Direct Marketing
Types of Direct Marketing
Characteristics of Direct Marketing
Developing a Direct Marketing Program
Ethical Issues
Managerial Issues
Online Fundraising
Strategic Approaches to Attracting Major Gifts
Major Gifts from Individual Donors
A Nonprofit's Largest Donors
Seeing Through the Eyes of the Potential Donor
The "Potential Major-Gift Information File"
Traditional Tactics for Major-Gift Fund-Raising
The Individual Major-Gift Donor Profile
Tasks Related to Effective Nonprofit Major-Gift Development
The "Close" - Asking for the Major Gift
Alternative Major-Gift Formats for Prospect Consideration
Special Events in the Nonprofit Sector
Special Events: Definition, Rationale, Planning and Design
Scope of Events in the Nonprofit Sector
Objectives of Special Events
Strategic Issues in Producing Special Events
Managing Special Events
Marketing and Promoting Special Events
Evaluating Special Events
Marketing to Volunteers
Importance of Volunteers
Classifying Volunteers
Understanding Volunteer Motivations
Marketing to Potential Volunteers
Virtual Volunteering
Special Topics
Social Marketing
Changing Public Behavior
Social Marketing Plan
Issues Marketing: Changing Public Policy
Involvement of the Business Sector
Cause-Related Marketing and Other Collaborations with the Business Sector
Importance of Collaborating with the Business Sector
Cost and Benefits
Different Types of Relationships with Businesses
Setting Objectives
Finding a Corporate partner
Managing the Relationship
Model of Consumer Responses to Campaign