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Nonprofit marketing : marketing management for charitable and nongovernmental organizations /

By: Wymer, Walter W., Jr.
Contributor(s): Knowles, Patricia A | Gomes, Roger.
Publisher: Thousand Oaks, Calif. : Sage Publications, c2006Description: ix, 370 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 1412909236 (cloth); 9781412909235:; 9781412909235 (cloth).Subject(s): Nonprofit organizations -- MarketingDDC classification: 658.048
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.048 WYM (Browse shelf(Opens below)) 1 Available 0091581
Total holds: 0

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.

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