Marketing Management For Nonprofit Organizations

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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. Key Features Written from a UK/European perspective with an abundance of examples throughout, engaging students and encouraging them to assimilate new concepts based in a real world context Covers the impact of the corporate responsibility agenda on nonprofit marketing, ensuring students are up to date with developments in the field Incorporates topics such as social entrepreneurship, to present a holistic view of the subject New to this edition New chapter on social entrepreneurship New cases of approximately 500 words in part 1 chapters, examples of which include UNICEF and the NSPCC New online resource centre comprising resources such as quizzes and practitioner insights for students and PowerPoint slides and case studies for lecturers

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Adrian Sargeant The Robert Hartsook Professor of Fundraising, Indiana University Table of Contents Part A: Introduction To Marketing 1: Scope, Challenges and Development of the Nonprofit Sector 2: Introduction To Marketing: Developing A Societal and Market Orientation Part B: Marketing Planning 3: Marketing Planning: The Operating Environment and Marketing Audit 4: Marketing Research 5: Marketing Objectives and Strategy 6: Branding 7: Marketing Programmes and Services: The Operational Mix 8: Social Marketing: The Marketing of Ideas Part C: Specific Applications 9: Fund-Raising 10: Arts Marketing 11: Education 12: Healthcare Marketing 13: Volunteer Support and Management 14: Social Entrepreneurship: A Marketing Issue 15: Public Sector Marketing