Marketing Management for Nonprofit Organizations - Couverture rigide

Sargeant, Adrian

Couverture rigide

ISBN 10 : 0198775679 ISBN 13 : 9780198775676

Editeur : Oxford University Press, 1999

Synopsis

Book by Sargeant Adrian

A propos du livre

Présentation de l'éditeur

The third edition builds on the success of previous editions whilst also addressing critical topics such as corporate responsibility and social entrepreneurship. 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 is divided into three parts, beginning with an introduction to the nonprofit sector and the topic of marketing. It then moves 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. 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 field Self test quizzes (MCQs) Details of new research work of relevance to students Practitioner Insights boxes (boxed examples from industry) Further reading list Podcasts from practitioners and from own lectures and presentations Lecturer resources: A Lecturer's Manual comprising: PowerPoint slides of the diagrams in the book Additional case studies of approximately 500 words (2-3 per sector specific chapter) Guidance on how to use the case studies

Biographie de l'auteur

Adrian Sargeant is the Robert Hartsook Professor of Fundraising at Indiana University.

À propos de cette édition

• Éditeur: Oxford University Press
• Date d'édition: 1999
• ISBN 10: 0198775679
• ISBN 13: 9780198775676
• Reliure: Relié
• Nombre de pages: 318