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14 of 14 people found the following review helpful
4.0 out of 5 stars Bite-sized but sufficient depth, 24 July 2002
By A Customer
This review is from: Successful Charity Marketing: Meeting Need (Charity Management) (Paperback)
This is the first book I recommend to colleagues who ask for a good handbook to charity marketing in the UK. Okay, other (usually American) texts pick up some of the elements in more detail, and with more case studies, but they tend to focus exclusively on only one or two aspects. Bruce's book covers the basics of strategic marketing, fundraising, positioning, customer segmentation, PR, and even to some extent the invisible discipline of organising marketing internally. And all this from someone who is actually still working in the sector. Buy it.
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2 of 2 people found the following review helpful
5.0 out of 5 stars The all in one!, 27 May 2005
This review is from: Successful Charity Marketing: Meeting Need (Charity Management) (Paperback)
Bruce has produced a definitive all in one guide to the use of modern marketing theory in the not for profit sector. Much of the value of this book is in the excellent use of illustrative material to build the case for using the 'marketing mix' when considering a strategic approach to developing your charity. Some of the stories are fascinating in their own right and demonstrate the extensive experience of Bruce within the UK voluntary sector.
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