Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations

By: Patricia A. Knowles (author), Walter Wymer (author), Roger Gomes (author)Hardback

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Description

Perhaps now more than ever, effective marketing is crucial in successfully managing a nongovernmental organization. A nonprofit organization that is effectively using marketing strategies is better positioned to present a consistent and memorable image of its cause to policy makers, funding organizations, individual contributors, and society at large. A successfully marketed charity is able to distinguish itself from other organizations in the continually growing nonprofit sector. It is able to share its cause and importance to the public, demonstrating its value, while communicating its unique purpose and mission. Nonprofit Marketing explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. Marketing concepts are clearly presented, then supported with real-world examples.It offers examples from around the world and is applicable to all international nongovernmental and nonprofit organizations.

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About Author

Walter Wymer is an Associate Professor of Marketing in the School of Business at Christopher Newport University. Walter earned his D.B.A. from Indiana University in 1996, taught one year at Jacksonville University, and joined the faculty of CNU in 1997. His area of research expertise is nonprofit marketing. He has published peer reviewed articles and given presentations on volunteer marketing, cause-related marketing, direct marketing, social marketing, and fund raising. Walter is a former president of the Atlantic Marketing Association. He is editor of the Journal of Nonprofit & Public Sector Marketing and North American editor of the International Journal of Nonprofit & Voluntary Sector Marketing. Patricia Knowles is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where she teaches courses in Nonprofit Marketing, Promotional Strategy, Consumer Behavior and Marketing Principles. Dr. Knowles joined the Marketing Faculty in the fall of 1991. Her academic research is concerned with Issues in Nonprofit Marketing, Marketing Strategy Analysis, e.g., product portfolio matrices, Perceptions of Promotional Tools, and B2B Advertising. She has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Marketing Management Journal, Journal of Service Research, Journal of Marketing Management, Journal of Personal Selling & Sales Management, Journal of Services Marketing, Journal of Business and Industrial Marketing, Journal of Education for Business, Journal of Teaching in International Business, Psychological Reports, and Journal of International Consumer Marketing, as well as in specialized journals in the field of Psychology. In addition, she has numerous national conference proceedings and has made many presentations. She is also co-author of the textbook Business Marketing published by McGraw Hill/NTC 2001. Dr. Knowles' degrees include a BA in Psychology, and MA in Experimental Psychology, and a Ph.D. in Experimental/ Physiological Psychology. In addition, she completed a post doc at the University of Georgia in Marketing. Roger Gomes is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where he teaches courses in International Marketing, Business to Business Marketing, and MBA Strategic Analysis. Dr. Gomes joined the Marketing Faculty in the fall of 1987. Previously, he had been Technical Manager and later a Division Marketing Manager for first tier suppliers to the automotive, copier, and computer industries. His academic publications span logistics, leadership, and e-commerce as they relate both to business and nonprofit marketing. He has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Journal of Marketing Management, Journal of Segmentation in Marketing, Transportation Journal, Journal of Business Logistics, Journal of Current Issues and Research in Advertising, Industrial Marketing Management, and International Journal of Physical Distribution and Materials Management. In addition, he has numerous national conference proceedings and has made many presentations. In addition to being on the editorial review boards of leading journals, Dr. Gomes has twice been elected an Officer and National Executive Board member of the Academy of Marketing Science, President of the regional Council of Logistics Management, and Executive Board member of the regional National Association of Purchasing Management. He is also co-author of the textbook Business Marketing published by McGraw Hill/NTC 2001. Dr. Gomes' degrees include BS Mechanical Engineering, MBA in Management, and Ph.D. in Marketing.

Contents

Part I -- Marketing Management Chapter 1 -- Introduction to Nonprofit Marketing Dimensions of Nonprofit Marketing Importance of Nonprofit Sector Types of Nonprofit Organizations Challenges Faced by the Nonprofit Sector Adoption of Marketing Approach Current Issues Book's Organization - Barry O'Mahoney and Michael Polonsky Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation Mission - Defining a Focus and Scope Strategic Objectives to Achieve the Organization's Mission Differentiation Positioning Unique Value Proposition Branding Segmentation Chapter 3 -- Research in Nonprofit Organizations Publics of Nonprofits Orientations of Nonprofits Why Nonprofits Must Do Research Where Research Fits Into a Nonprofit's MIS The Research Process Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations Defining Strategic Marketing, Planning, and Management The Importance of Marketing Analysis and Planning The Interrelatedness of Marketing Topics The Basic Strategic Market Analysis Process Potential Areas of Change That May Affect Strategic Planning Three Planning Situations Why is Strategic Planning Based in Marketing Theory? Organizational Culture, Values and Approach to Management Impacts Planning When Market-Based Strategic Planning Is Most Important Chapter 5 -- Offers in Nonprofit Organizations: Product and Place Offers in Nonprofit Organizations The Nonprofit Marketing Mix Identifying the Offer in Nonprofit Organizations The Five Levels of an Offer Offer Classification Managing Nonprofit Offers Nonprofit Offer Development Managing Nonprofit Distribution Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price Promotion -Marketing Communication Promotion Objectives The Promotional Mix Prices in Nonprofit Organizations Nonmonetary Prices of Nonprofit Offers Part II -- MARKETING TO DONORS AND VOLUNTEERS Chapter 7 -- Direct Marketing Tactics Importance of Direct Marketing Types of Direct Marketing Characteristics of Direct Marketing Developing a Direct Marketing Program Ethical Issues Managerial Issues Online Fundraising Chapter 8 -- Strategic Approaches to Attracting Major Gifts Major Gifts from Individual Donors A Nonprofit's Largest Donors Seeing Through the Eyes of the Potential Donor The "Potential Major-Gift Information File" Traditional Tactics for Major-Gift Fund-Raising The Individual Major-Gift Donor Profile Tasks Related to Effective Nonprofit Major-Gift Development The "Close" - Asking for the Major Gift Alternative Major-Gift Formats for Prospect Consideration Chapter 9 -- Special Events in the Nonprofit Sector Special Events: Definition, Rationale, Planning and Design Scope of Events in the Nonprofit Sector Objectives of Special Events Strategic Issues in Producing Special Events Managing Special Events Marketing and Promoting Special Events Evaluating Special Events Chapter 10 -- Marketing to Volunteers Importance of Volunteers Classifying Volunteers Understanding Volunteer Motivations Marketing to Potential Volunteers Virtual Volunteering Part III -- SPECIAL TOPICS Chapter 11 -- Social Marketing Introduction Changing Public Behavior Social Marketing Plan Issues Marketing: Changing Public Policy Involvement of the Business Sector Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector Importance of Collaborating with the Business Sector Cost and Benefits Different Types of Relationships with Businesses Setting Objectives Finding a Corporate partner Managing the Relationship Model of Consumer Responses to Campaign Index

Product Details

  • publication date: 26/04/2006
  • ISBN13: 9781412909235
  • Format: Hardback
  • Number Of Pages: 384
  • ID: 9781412909235
  • weight: 803
  • ISBN10: 1412909236

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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