Marketing for Nonprofit Organizations Second Edition

Subjects:

• Business » Public Organizations
• Business » Marketing, Advertising, Sales
• Business » Public Organizations

Reviews:

• Rados offers a hard-hitting, direct, and practical approach to nonprofit marketing for both the student and practitioner...Rados makes a good case for the nonprofit marketer to begin acquiring a sound foundation in for-profit business principles. The volume offers a thorough presentation of marketing strategies, elements of a marketing program, and methods for obtaining resources.... This well-written and timely publication takes a fresh approach to many pertinent issues related to the marketing effectiveness of nonprofit organizations. Professional and academic collections, upper-division undergraduate and up.
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  Choice

Table of Contents:

• Preface
• Introduction
• Introduction
• What Is Marketing?
• Tools for the Marketer
• The Financial Side of Marketing Decisions
• Behavior of Clients and Backers
• How Price and Other Costs Influence Behavior
• Marketing Research
• Marketing Strategy
• Focus: Competition, Segmentation, Targeting, and Positioning
• Marketing Strategy: The Preliminaries
• Developing a Marketing Strategy
• The Elements of the Marketing Program
• Product and Service Strategy
• Delivering the Goods (and Services) by Means of Channels of Distribution
• Prices and Other Costs Borne by Clients
• Communications
• Advertising
• Personal Selling
• Public Relations and Sales Promotion
• Control and Organization
• Getting Resources
• Giving and Raising Funds
• The Cost of Raising Funds
• Volunteers and Board Members
• Selected Bibliography
• Index