Marketing Management for Nonprofit Organizations

Paperback | August 2, 2009

byAdrian Sargeant

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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 infundraising 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 detailedconsideration 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

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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 infundraising media such as the Internet and SMS mess...

Adrian Sargeant is the Robert Hartsook Professor of Fundraising at Indiana University.

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Format:PaperbackDimensions:464 pages, 9.69 × 7.44 × 0.68 inPublished:August 2, 2009Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199236151

ISBN - 13:9780199236152

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Table of Contents

Part A: Introduction To Marketing1. Scope, Challenges and Development of the Nonprofit Sector2. Introduction To Marketing: Developing A Societal and Market OrientationPart B: Marketing Planning3. Marketing Planning: The Operating Environment and Marketing Audit4. Marketing Research5. Marketing Objectives and Strategy6. Branding7. Marketing Programmes and Services: The Operational Mix8. Social Marketing: The Marketing of IdeasPart C: Specific Applications9. Fund-Raising10. Arts Marketing11. Education12. Healthcare Marketing13. Volunteer Support and Management14. Social Entrepreneurship: A Marketing Issue15. Public Sector Marketing