ISBN 9788120322592,Strategic Marketing For Nonprofit Organizations

Strategic Marketing For Nonprofit Organizations



Phi Learning Private Ltd

Publication Year 2003

ISBN 9788120322592

ISBN-10 8120322592


Edition 6th
Number of Pages 536 Pages
Language (English)


This sixth edition of an already well established text on nonprofit marketing maintains its unique behavioral focus and offers a powerful frame-work to understand how marketing is-and ought to be-used in the nonprofit environment. Much more strongly than in previous editions, it seeks to position marketing as among the most critical-if not the most critical-disciplines needed for nonprofit success. Marketing being the "behavioral influencing business", the book argues that success ulti-mately requires the influencing of the behavior in a wide range of key target markets-clients, financiers, policy makers, volunteers, and the media, as well as the nonprofit's own staff. Implicit in this volume is the notion that everyone in nonprofit management-including the CEO-ought to have a thorough grounding in marketing and what it does and can do. The book demonstrates that nonprofit enterprise is flourishing everywhere in the world, and is a large, growing, important, challenging sector that is also relevant to both the government and for-profit sectors in many ways not appreciated before. It is a growing reality that many government agencies have missions highly similar to nonprofits and are often major players in the field of social marketing. Corporations are also increasingly becoming involved in the social sector. Managers in many environments there-fore need to study nonprofit marketing. Besides managers in the nonprofit organizations and students of marketing, this standard reference book will also be particularly helpful to managers in both the government and corporate domains who equally need to understand the marketing concepts and tools used in the nonprofit sector for fulfilling their own organizational missions.