Marketing Management for Nonprofit Organizations
3rd Revised edition
By (author) Adrian Sargeant
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Marketing Management for Nonprofit Organizations by Adrian Sargeant
Book DescriptionThe 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
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Book DetailsISBN: 9780199236152
(247mm x 189mm x 25mm)
Imprint: Oxford University Press
Publisher: Oxford University Press
Publish Date: 8-Jan-2009
Country of Publication: United Kingdom
Books By Author Adrian Sargeant
Fundraising Principles and Practice, Hardback (March 2017)
The complete guide to fundraising planning, tools, methods, and more Fundraising Principles and Practice provides a unique resource for students and professionals seeking to deepen their understanding of fundraising in the current nonprofit environment.
Building Donor Loyalty, Paperback (April 2011)
Building Donor Loyalty is a hands-on guide written for professional fundraisers that outlines the factors that drive donor retention, explains how to keep donors committed to an organization, and offers suggestions for developing donor value over time.
Routledge Companion to Nonprofit Marketing, Hardback (November 2007)» View all books by Adrian Sargeant
Includes articles which offer an overview of marketing in the nonprofit sector. This book reviews the history of ideas in nonprofit marketing and examines those fundamental marketing principles of special relevance to nonprofit organizations. It also explores the thinking in each of the important nonprofit arenas.
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