Marketing Management for Nonprofit Organizations

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 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 fieldSelf test quizzes (MCQs)Details of new research work of relevance to studentsPractitioner Insights boxes (boxed examples from industry) Further reading listPodcasts from practitioners and from own lectures and presentations Lecturer resources:A Lecturer''s Manual comprising: PowerPoint slides of the diagrams in the bookAdditional case studies of approximately 500 words (2-3 per sector specific chapter)Guidance on how to use the case studies