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Marketing Management for Non-profit Organizations By Adrian Sargeant

Marketing Management for Non-profit Organizations

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This text provides an overview of the theory behind non-profit marketing, and analyses key non-profit sectors such as fund-raising, the arts, education, healthcare, and social ideas. It has an introduction to marketing, and addresses the application of marketing to the key non-profit sub-sectors.
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Marketing Management for Non-profit Organizations Summary


Marketing Management for Non-profit Organizations by Adrian Sargeant

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.

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About Adrian Sargeant



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.

Table of Contents


Part 1: an introduction to marketing in the non-profit sector. Part 2: the implementation of marketing; developing a marketing orientation; marketing segmentation; the marketing planning process. Part 3: specific applications; fund-raising; arts marketing; education; healthcare marketing; social marketing.

Additional information

GOR001578474
Marketing Management for Non-profit Organizations by Adrian Sargeant
Adrian Sargeant
Used - Very Good
Paperback
Oxford University Press
1999-03-01
318
0198775660
9780198775669
N/A
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.