Strategic Marketing for Nonprofit Organizations

Summary: FROM THE PREFACE... This sixth edition of Strategic Marketing for Nonprofit Organizations marks a major change in the way in which nonprofit marketing is conceived and applied. Much more strongly than in previous editions, this book seeks to position marketing as perhaps the most criticalif not the most criticaldiscipline needed for nonprofit success. It argues that success ultimately requires the influencing of the ...behavior in a wide range of key target marketsclients, fenders, polity makers, volunteers, the media as well as the nonprofit's own staff: This is the province of marketing! Marketers are the "behavioral influence business:" The book positions marketing as absolutely central to top management's achievement of the organization's mission. Implicit in this volume is the notion that everyone in nonprofit managementincluding the CEOought to have a thorough grounding in marketing and what it does and can do. Alan R. Andreasen and Philip Kotler [read more]