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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Direct Marketing Tactics
Direct Marketing Tactics
On completion of this chapter, the reader will
- Understand the advantages and different types of direct marketing
- Understand how to develop a direct marketing program
- Identify opportunities for the use of direct marketing in the marketing mix
- Understand some of the ethical issues involved in fund-raising
- Learn a base of concepts and skills that will facilitate further learning and thinking in the direct marketing area
Opening Vignette: Alliance of Confessing Evangelicals, Inc.
According to Independent Sector (http://www.independentsector.org), religious organizations are the largest category of nonprofit organizations in the United States. Like most nonprofits, religious organizations must attract donations and ...