Product Description

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

Product Details

• Amazon Sales Rank: #223829 in Books
• Published on: 2009-01-08
• Original language: English
• Number of items: 1
• Binding: Paperback
• 520 pages

About the Author
Adrian Sargeant is Professor of Nonprofit Marketing at Bristol Business School and Adjunct Professor of Philanthropy at the Indiana University Center on Philanthropy. Prior to this he was Chair of the Centre for Voluntary Sector Management at Henley Management College.

Customer Reviews

Excellent, well written text for students and practitioners
I thought this was a highly unusual text, combining academic theory with the best of professional practice. It provided a useful overview of the key marketing concepts, explained how these applied to nonprofits and then explored a range of specific issues such as fundraising - my specific interest.

I enjoyed it and would recommend it!

Genuinely useful book
I bought a copy of this book when I wanted information on the definition and nature of 'fundraising' marketing activity within the charity sector. It provided me with both strategic and practical content which was clear and concise.