Nonprofit Marketing

Marketing Management for Charitable and Nongovernmental Organizations
1. Auflage 2006
ISBN: 978-1-4129-0923-5
Verlag: Sage Publications, Inc

Buch, Englisch, 384 Seiten, Format (B × H): 196 mm x 241 mm, Gewicht: 913 g

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples.

Key Features:

- Offers clear coverage of marketing fundamentals: A survey of marketing functions, tailored specifically for nonprofit organizations, provides the reader with a framework for organizing, planning, and implementing marketing strategies. Special treatment is given to the important areas of marketing research and marketing communications. - Provides in-depth treatment of the most important marketing activities: Covers not only the key fundamentals, but also covers essential marketing functions such as direct marketing, fund raising, special events, attracting major gifts, and volunteer recruitment. - Addresses emerging topics: Current and complete coverage is provided on social marketing and cause marketing, two emerging areas that are rapidly increasing in importance in the nonprofit sector. The book also includes many international examples of real-world organizations to offer students a multinational perspective on nonprofit marketing.

Instructor's Resources!

Instructor Resources on CD are available to qualified adopters of Nonprofit Marketing. These resources include chapter outlines, discussion questions, teaching tips, review questions, and much more!

Intended Audience:

This is an excellent text for undergraduate and graduate students studying nonprofit marketing in the fields of Marketing, Public Administration, Social Work, Sociology, Arts Administration, Management, and Business.

Meet the author! users.cnu.edu\~wwymer

Autoren/Hrsg.

Wymer, Walter

Knowles, Patricia

Knowles, Patricia A.

Gomes, Roger

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Non-Profit-Organisationen, Verbände
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part I -- Marketing Management
Chapter 1 -- Introduction to Nonprofit Marketing
Dimensions of Nonprofit Marketing
Importance of Nonprofit Sector
Types of Nonprofit Organizations
Challenges Faced by the Nonprofit Sector
Adoption of Marketing Approach
Current Issues
Book's Organization - Barry O'Mahoney and Michael Polonsky
Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation
Mission – Defining a Focus and Scope
Strategic Objectives to Achieve the Organization’s Mission
Differentiation
Positioning
Unique Value Proposition
Branding
Segmentation
Chapter 3 -- Research in Nonprofit Organizations
Publics of Nonprofits
Orientations of Nonprofits
Why Nonprofits Must Do Research
Where Research Fits Into a Nonprofit’s MIS
The Research Process
Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations
Defining Strategic Marketing, Planning, and Management
The Importance of Marketing Analysis and Planning
The Interrelatedness of Marketing Topics
The Basic Strategic Market Analysis Process
Potential Areas of Change That May Affect Strategic Planning
Three Planning Situations
Why is Strategic Planning Based in Marketing Theory?
Organizational Culture, Values and Approach to Management Impacts Planning
When Market-Based Strategic Planning Is Most Important
Chapter 5 -- Offers in Nonprofit Organizations: Product and Place
Offers in Nonprofit Organizations
The Nonprofit Marketing Mix
Identifying the Offer in Nonprofit Organizations
The Five Levels of an Offer
Offer Classification
Managing Nonprofit Offers
Nonprofit Offer Development
Managing Nonprofit Distribution
Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price
Promotion –Marketing Communication
Promotion Objectives
The Promotional Mix
Prices in Nonprofit Organizations
Nonmonetary Prices of Nonprofit Offers
Part II -- MARKETING TO DONORS AND VOLUNTEERS
Chapter 7 -- Direct Marketing Tactics
Importance of Direct Marketing
Types of Direct Marketing
Characteristics of Direct Marketing
Developing a Direct Marketing Program
Ethical Issues
Managerial Issues
Online Fundraising
Chapter 8 -- Strategic Approaches to Attracting Major Gifts
Major Gifts from Individual Donors
A Nonprofit’s Largest Donors
Seeing Through the Eyes of the Potential Donor
The “Potential Major-Gift Information File”
Traditional Tactics for Major-Gift Fund-Raising
The Individual Major-Gift Donor Profile
Tasks Related to Effective Nonprofit Major-Gift Development
The “Close” - Asking for the Major Gift
Alternative Major-Gift Formats for Prospect Consideration
Chapter 9 -- Special Events in the Nonprofit Sector
Special Events: Definition, Rationale, Planning and Design
Scope of Events in the Nonprofit Sector
Objectives of Special Events
Strategic Issues in Producing Special Events
Managing Special Events
Marketing and Promoting Special Events
Evaluating Special Events
Chapter 10 -- Marketing to Volunteers
Importance of Volunteers
Classifying Volunteers
Understanding Volunteer Motivations
Marketing to Potential Volunteers
Virtual Volunteering
Part III -- SPECIAL TOPICS
Chapter 11 -- Social Marketing
Introduction
Changing Public Behavior
Social Marketing Plan
Issues Marketing: Changing Public Policy
Involvement of the Business Sector
Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector
Importance of Collaborating with the Business Sector
Cost and Benefits
Different Types of Relationships with Businesses
Setting Objectives
Finding a Corporate partner
Managing the Relationship
Model of Consumer Responses to Campaign
Index

Über Autor(innen)

Gomes, Roger
Roger Gomes is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where he teaches courses in International Marketing, Business to Business Marketing, and MBA Strategic Analysis. Dr. Gomes joined the Marketing Faculty in the fall of 1987. Previously, he had been Technical Manager and later a Division Marketing Manager for first tier suppliers to the automotive, copier, and computer industries. His academic publications span logistics, leadership, and e-commerce as they relate both to business and nonprofit marketing. He has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Journal of Marketing Management, Journal of Segmentation in Marketing, Transportation Journal, Journal of Business Logistics, Journal of Current Issues and Research in Advertising, Industrial Marketing Management, and International Journal of Physical Distribution and Materials Management. In addition, he has numerous national conference proceedings and has made many presentations. In addition to being on the editorial review boards of leading journals, Dr. Gomes has twice been elected an Officer and National Executive Board member of the Academy of Marketing Science, President of the regional Council of Logistics Management, and Executive Board member of the regional National Association of Purchasing Management. He is also co-author of the textbook Business Marketing published by McGraw Hill/NTC 2001. Dr. Gomes' degrees include BS Mechanical Engineering, MBA in Management, and Ph.D. in Marketing.

Knowles, Patricia A.
Patricia Knowles is Associate Professor in the Department of Marketing (College of Business and Behavioral Science, Clemson University), where she teaches courses in Nonprofit Marketing, Promotional Strategy, Consumer Behavior and Marketing Principles. Dr. Knowles joined the Marketing Faculty in the fall of 1991. Her academic research is concerned with Issues in Nonprofit Marketing, Marketing Strategy Analysis, e.g., product portfolio matrices, Perceptions of Promotional Tools, and B2B Advertising. She has published in the Journal of Nonprofit and Public Sector Marketing, Journal of the Academy of Marketing Science, Marketing Education Review, Journal of Marketing Education, Marketing Management Journal, Journal of Service Research, Journal of Marketing Management, Journal of Personal Selling & Sales Management, Journal of Services Marketing, Journal of Business and Industrial Marketing, Journal of Education for Business, Journal of Teaching in International Business, Psychological Reports, and Journal of International Consumer Marketing, as well as in specialized journals in the field of Psychology. In addition, she has numerous national conference proceedings and has made many presentations. She is also co-author of the textbook Business Marketing published by McGraw Hill/NTC 2001. Dr. Knowles' degrees include a BA in Psychology, and MA in Experimental Psychology, and a Ph.D. in Experimental/ Physiological Psychology. In addition, she completed a post doc at the University of Georgia in Marketing.

Wymer, Walter
Walter Wymer is an Associate Professor of Marketing in the School of Business at Christopher Newport University. Walter earned his D.B.A. from Indiana University in 1996, taught one year at Jacksonville University, and joined the faculty of CNU in 1997. His area of research expertise is nonprofit marketing. He has published peer reviewed articles and given presentations on volunteer marketing, cause-related marketing, direct marketing, social marketing, and fund raising. Walter is a former president of the Atlantic Marketing Association. He is editor of the Journal of Nonprofit & Public Sector Marketing and North American editor of the International Journal of Nonprofit & Voluntary Sector Marketing.