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Marketing Management for Nonprofit Organizations

Adrian Sargeant

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Abstract

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

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What this paper is about

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

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Available abstract

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

Key concepts: Marketing management, Return on marketing investment, Business, Marketing research, Marketing, Business-to-government, Marketing strategy, Public Sector Marketing

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