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Marketing Management for Non-profit Organizations
 
 

Marketing Management for Non-profit Organizations (Paperback)

by Adrian Sargeant (Author) "Given that it is our intention to examine the application of marketing to the nonprofit (NFP) sector, it is important to begin by defining the..." (more)
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Product details

  • Paperback: 320 pages
  • Publisher: Oxford University Press; illustrated edition edition (1 Mar 1999)
  • Language English
  • ISBN-10: 0198775660
  • ISBN-13: 978-0198775669
  • Product Dimensions: 24.1 x 18.8 x 1 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon.co.uk Sales Rank: 777,837 in Books (See Bestsellers in Books)
  • See Complete Table of Contents

Product Description

Product Description

This text provides a comprehensive overview of the theory behind non-profit marketing, and analyzes key non-profit sectors such as fund-raising, the arts, education, healthcare, and social ideas The text is divided into three sections, mirroring the syllabus that is taught on many specialist undergraduate and MBA course modules. It consists of an introduction to marketing, marketing planning/market orientation and a detailed section which explicitly addresses the application of marketing to the key non-profit sub-sectors of fund-raising, the arts, education, healthcare and social ideas. Each chapter contains an outline of its objectives, discussion questions, and a summary of key areas covered.


About the Author

Adrian Sargeant is a Lecturer in Non-Profit Marketing at Henley Management College. His research interests are primarily in the field of relationship and database marketing, and he has been sponsored by the Charities Aid Foundation and more recently by the Royal Mail. He is a member of the Institute of Charity Fund-raising Management and delivered their Annual Royal Mail Lecture in August 1998.

Inside This Book (Learn More)
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Given that it is our intention to examine the application of marketing to the nonprofit (NFP) sector, it is important to begin by defining the category of organization to which this text is addressed. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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6 of 6 people found the following review helpful:
5.0 out of 5 stars Excellent, well written text for students and practitioners, 22 April 2002
By A Customer
I thought this was a highly unusual text, combining academic theory with the best of professional practice. It provided a useful overview of the key marketing concepts, explained how these applied to nonprofits and then explored a range of specific issues such as fundraising - my specific interest.

I enjoyed it and would recommend it!

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