Marketing Management for Nonprofit Organizations

The third edition builds on the success of previous editions whilst also addressing critical topics such as corporate responsibility and social entrepreneurship. Developments in relationship and public sector marketing, for example the increasing emphasis on partnerships, as well as in fundraising media such as the Internet and SMS messaging, are reflected in the new edition. The text is divided into three parts, beginning with an introduction to the nonprofit sector and the topic of marketing. It then moves 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 concludes with a series of chapters that explore the application of marketing in a number of specific contexts. The new edition will be accompanied by an online resource centre for the first time, comprising the following features: Student resources: Web links to other websites of value to students specialising in the field Self test quizzes (MCQs) Details of new research work of relevance to students Practitioner Insights boxes (boxed examples from industry) Further reading list Podcasts from practitioners and from own lectures and presentations Lecturer resources: A Lecturer's Manual comprising: PowerPoint slides of the diagrams in the book Additional case studies of approximately 500 words (2-3 per sector specific chapter) Guidance on how to use the case studies

The second edition of Marketing Management for Nonprofit Organizations provides a comprehensive overview of the theory behind nonprofit marketing and analyzes 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. Its 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 concludes with a series of chapters that explore the application of marketing in a number of specific contexts. Each chapter contains an outline of its objectives, discussion questions and a summary of the key areas covered. Second and third year undergraduate and postgraduate students taking courses in nonprofit marketing, service marketing and public sector management will find this volume an invaluable course accompaniment.