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Marketing Management for Non-profit Organizations By Adrian Sargeant

Marketing Management for Non-profit Organizations
by Adrian Sargeant

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Provides a comprehensive overview of how the principles of marketing may be applied to nonprofit organizations. This second edition contains an introduction to marketing, and provides a framework for nonprofit planning. It is designed to cater to both, undergraduate and postgraduate courses in this discipline.
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Marketing Management for Non-profit Organizations Summary

Marketing Management for Non-profit Organizations by Adrian Sargeant

The second edition of Marketing Management for Nonprofit Organizations provides a comprehensive overview of the theory behind nonprofit marketing, and analyses key nonprofit contexts such as fundraising, the arts, education, healthcare, volunteering, the public sector and the arena of social ideas. The text is divided into three parts, mirroring the syllabus that is taught on many undergraduate and MBA course modules. It begins with an introduction to the nonprofit sector and the topic of marketing before moving 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. Each chapter contains an outline of its objectives, discussion questions and a summary of the key areas covered. Second and third year undergraduate and postgraduate students taking courses in nonprofit marketing, service marketing and public sector management will find this volume an invaluable course accompaniment.

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Marketing Management for Non-profit Organizations Reviews

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.

About Adrian Sargeant

Adrian Sargeant is Professor of Nonprofit Marketing at Bristol Business School and Adjunct Professor of Philanthropy at the Indiana University Center on Philanthropy. Prior to this he was Chair of the Centre for Voluntary Sector Management at Henley Management College.

Table of Contents

PART A: INTRODUCTION TO MARKETING; 1. Scope, Challenges and Development of the Nonprofit Sector; 2. Introduction To Marketing: Developing A Societal and Market Orientation; PART B: MARKETING PLANNING; 3. Marketing Planning: The Market Environment and Marketing Audit; 4. Marketing Research; 5. Marketing Objectives and Strategy; 6. Branding; 7. Marketing Programmes and Services: The Operational Mix; 8. Social Marketing and Campaigning: The Marketing of Ideas; PART C: SPECIFIC APPLICATIONS; 9. Fund-Raising; 10. Arts Marketing; 11. Education; 12. Healthcare; 13. Public Sector; 14. Volunteer Support and Management

Additional information

Marketing Management for Non-profit Organizations by Adrian Sargeant
Adrian Sargeant
Used - Very Good
Oxford University Press
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.