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 -- Marketing
DDC classification: 658.048 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.048 WYM (Browse shelf(Opens below)) | 1 | Available | 0091581 |
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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.