Marketing Management for Nonprofit Organizations
| Author | : | |
| Rating | : | 4.36 (908 Votes) |
| Asin | : | 0199236151 |
| Format Type | : | paperback |
| Number of Pages | : | 520 Pages |
| Publish Date | : | 2015-06-13 |
| Language | : | English |
DESCRIPTION:
Good reference for managers and useful as a course text. I teach a graduate course in marketing for nonprofit organizations and am always on the lookout for a good text that covers key issues without including complex material that the general manager doesn't really need to know (e.g., Fishbein formula, etc.). This book comes close, although it does have limitations for U.S. students because some of the chapters refer to systems and stru. GOOD TEXT FOR STUDENTS Bhaskar Majee In the words of the author in the Preface, "this text was written primarily for use by undergraduate and postgraduate students, taking nonprofit marketing as an optional part of their studies". This textbook was developed as a bridge between the theory in the classroom and practicality in the real world. The text is divided into three parts: part one explains the concepts of market
Paul Govekar, assistant professor of management, College of Business Administration at Ohio Northern University. Its international perspective and the focus of the final section on specific segments of the nonprofit community are significant strengths. . Overall, this is an exceptional textbook in an area that deserves much more attention
Adrian Sargeant is the Robert Hartsook Professor of Fundraising at Indiana University.
The third edition builds on the success of previous editions whilst also addressing critical topics such as corporate responsibility and social entrepreneurship. The text is divided into three parts, beginning with an introduction to the nonprofit sector and the topic of marketing. Developments in relationship and public sector marketing, for example the increasing emphasis on partnerships, as well as in fundraising media such as the Internet and SMS messaging, are reflected in the new edition. The text concludes with a series of chapters that explore the application of marketing in a number of specific contexts.The new edition will be accompanied by an online resource centre for the first time, comprising the following features:Student resources:Web links to other websites of value to students specialising in the fieldSelf test quizzes (MCQs)Details of new research work of relevance to studentsPractitioner Insights boxes (boxed examples from industry) Further reading listPodcasts from practitioners and from own lectures and presentations Lecturer resources:A Lecturer's Manual comprising: PowerPoint slides of the diagrams in the bookAdditional case studies of approximately 500 words (2-3 per s