Nonprofit marketing : marketing management for charitable and nongovernmental organizations /
Wymer, Walter W., Jr.
Nonprofit marketing : marketing management for charitable and nongovernmental organizations / - Thousand Oaks, Calif. : Sage Publications, c2006. - ix, 370 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Introduction to nonprofit marketing -- Setting the path of the nonprofit organization : mission focus, strategic objectives, differentiation, positioning, unique value proposition, branding, segmentation -- Research in nonprofit organizations -- Strategic marketing analysis and planning -- Offers in nonprofit organizations : product and place -- Offers in nonprofit organizations : promotion and price -- Direct marketing tactics -- Strategic approaches to attracting major gifts -- Special events in the nonprofit sector -- Marketing to volunteers -- Social marketing -- Cause-related marketing and other collaborations with the business sector.
This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples.
1412909236 (cloth) 9781412909235: £45.00 9781412909235 (cloth)
2005027277
Nonprofit organizations--Marketing.
658.048 / WYM
Nonprofit marketing : marketing management for charitable and nongovernmental organizations / - Thousand Oaks, Calif. : Sage Publications, c2006. - ix, 370 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Introduction to nonprofit marketing -- Setting the path of the nonprofit organization : mission focus, strategic objectives, differentiation, positioning, unique value proposition, branding, segmentation -- Research in nonprofit organizations -- Strategic marketing analysis and planning -- Offers in nonprofit organizations : product and place -- Offers in nonprofit organizations : promotion and price -- Direct marketing tactics -- Strategic approaches to attracting major gifts -- Special events in the nonprofit sector -- Marketing to volunteers -- Social marketing -- Cause-related marketing and other collaborations with the business sector.
This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples.
1412909236 (cloth) 9781412909235: £45.00 9781412909235 (cloth)
2005027277
Nonprofit organizations--Marketing.
658.048 / WYM