Marketing Management for Nonprofit Organizations - Softcover

Adrian Sargeant

3.46 out of 5 stars

13 ratings by Goodreads

9780199584147: Marketing Management for Nonprofit Organizations

Softcover

ISBN 10: 0199584141 ISBN 13: 9780199584147

Publisher: Oxford University Press, 2012

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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.

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About the Author

Adrian Sargeant The Robert Hartsook Professor of Fundraising, Indiana University

Review

Overall, this is an exceptional textbook in an area that deserves much more attention. Its international perspective and the focus of the final section on specific segments of the nonprofit community are significant strengths. Paul Govekar, assistant professor of management, College of Business Administration at Ohio Northern University.

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