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Nonprofit Marketing
Marketing Management for Charitable and Nongovernmental Organizations
- Walter Wymer - Christopher Newport University, USA
- Patricia Knowles - Clemson University, USA
- Roger Gomes - Clemson University, USA
Courses:
Non-Profit Marketing
Non-Profit Marketing
March 2006 | 384 pages | SAGE Publications, Inc
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:
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
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 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
Part I -- Marketing Management
Chapter 1 -- Introduction to Nonprofit Marketing
Chapter 2 -- Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Segmentation
Chapter 3 -- Research in Nonprofit Organizations
Chapter 4 -- Strategic Market Analysis and Planning for Public and Nonprofit Organizations
Chapter 5 -- Offers in Nonprofit Organizations: Product and Place
Chapter 6 -- Offers in Nonprofit Organizations: Promotion and Price
Part II -- MARKETING TO DONORS AND VOLUNTEERS
Chapter 8 -- Strategic Approaches to Attracting Major Gifts
Chapter 9 -- Special Events in the Nonprofit Sector
Chapter 10 -- Marketing to Volunteers
Part III -- SPECIAL TOPICS
Chapter 11 -- Social Marketing
Chapter 12 -- Cause-Related Marketing and Other Collaborations with the Business Sector
Index
Would definitely consider a revised version. Anything that does not include the pandemic and post-pandemic content is out of date and needs to be revised. Further, given this was published in 2006, there have been significant advancements in digital direct response marketing for nonprofits (paid and search) which would need to be its own chapter.
Business/Management Stds Dept, University of Maryland Global Campus
February 27, 2024
The text is outdated. I like the content but it was published in 2006. If it were a 2022 or newer, I would consider it.
Management, Faith Baptist Bible Clg Sem
November 16, 2023
It fits the coverage I need for the course while not being so detailed as to seem enclyclopedic to students.
Management Marketing Dept, University of Tulsa
July 8, 2011
I have been using Andreasen Strategic Marketing for Nonprofit Orgs. My colleague at Northeastern uses the Wymer text. I am not impressed. I find Andreasen laid out in a more accessible format. Tables and exhibits seem more useful, readily adoptable, in real nonprofit situations. Both textbooks are in need of an update or new accompanying DVD addressing social media. The Gomes/Knowles CV/M Matrix is a promising tool for assessing program efficacy. With more application examples, can become a free-standing chapter.
College of Professional Studies, Northeastern University
June 25, 2011
Sage College Publishing
