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Successful Charity Marketing: Meeting Need (Charity Management) Paperback – 30 Apr 1998

4.5 out of 5 stars 2 customer reviews

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Product details

  • Paperback: 300 pages
  • Publisher: ICSA Publishing Ltd; 2Rev Ed edition (30 April 1998)
  • Language: English
  • ISBN-10: 1860720382
  • ISBN-13: 978-1860720383
  • Product Dimensions: 23.2 x 15 x 1.6 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 917,657 in Books (See Top 100 in Books)

Product Description

Synopsis

Focusing on charity positioning and brand loyalty, which many see as the way forward, this work takes commercial marketing tools and applies them to voluntary organization activities such as service provision, fund raising and pressure group work.


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Format: 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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Format: 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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