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.
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 areas of marketing research and marketing communications.; Provides in-depth treatment of the most important marketing activities: Covers not only the key fundamentals, but also covers essential marketing functions such as direct marketing, fund raising, special events, attracting major gifts, and volunteer recruitment.; Addresses emerging topics: Current and complete coverage is provided on social marketing and cause marketing, two emerging areas that are rapidly increasing in importance in the nonprofit sector. The book also includes many international examples of real-world organizations to offer students a multinational perspective on nonprofit marketing.
Instructor Resources on CD are available to qualified adopters of Nonprofit Marketing. These resources include chapter outlines, discussion questions, teaching tips, review questions, and much more!
This is an excellent text for undergraduate and graduate students studying nonprofit marketing in the fields of Marketing, Public Administration, Social Work, Sociology, Arts Administration, Management, and Business.
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On completion of this chapter, the reader will
- Define social marketing and issue marketing
- Describe the relationship between social marketing and changing individual behavior
- Describe the AOM model of changing individual behavior
- Describe the social marketing plan
- Describe effective tactics that can be utilized in an issue marketing campaign
- Describe the inherent conflict between corporate self-interest and social marketing
Opening Vignette: The Mass Media and Health Practices Program
The Mass Media and Health Practices Program was the first major test of social marketing applied to reducing infant mortality in developing countries. The objective was to reduce infant mortality by providing mothers with the ...