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Nonprofit marketing : marketing management for charitable and nongovernmental organizations
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Nonprofit marketing : marketing management for charitable and nongovernmental organizations

Author: Walter W Wymer; Patricia A Knowles; Roger Gomes
Publisher: Thousand Oaks, Calif. : Sage Publications, ©2006.
Edition/Format: Book : English
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Walter W Wymer; Patricia A Knowles; Roger Gomes
ISBN: 1412909236 9781412909235
OCLC Number: 61687813
Description: ix, 370 p. : ill. ; 24 cm.
Contents: Introduction to nonprofit marketing -- Setting the path of the nonprofit organization : mission focus, strategic objectives, differentiation, positioning, unique value proposition, branding, segmentation -- Research in nonprofit organizations -- Strategic marketing analysis and planning -- Offers in nonprofit organizations : product and place -- Offers in nonprofit organizations : promotion and price -- Direct marketing tactics -- Strategic approaches to attracting major gifts -- Special events in the nonprofit sector -- Marketing to volunteers -- Social marketing -- Cause-related marketing and other collaborations with the business sector.
Responsibility: Walter Wymer, Jr., Patricia Knowles, Roger Gomes.
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