Marketing for Nonprofit Organizations, 2nd Edition

(Hardback, 2nd Revised edition)

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Description

This text should be of interest to anyone interested in marketing in the nonprofit sector. It is a comprehensive guide, covering the entire field, from explaining what marketing is to describing the role of marketing in the nonprofit organisation. It provides specifics on pricing, distribution, product, and marketing communications.

Reviews

Rados offers a hard-hitting, direct, and practical approach to nonprofit marketing for both the student and practitioner...Rados makes a good case for the nonprofit marketer to begin acquiring a sound foundation in for-profit business principles. The volume offers a thorough presentation of marketing strategies, elements of a marketing program, and methods for obtaining resources.... This well-written and timely publication takes a fresh approach to many pertinent issues related to the marketing effectiveness of nonprofit organizations. Professional and academic collections, upper-division undergraduate and up.-Choice
"Rados offers a hard-hitting, direct, and practical approach to nonprofit marketing for both the student and practitioner...Rados makes a good case for the nonprofit marketer to begin acquiring a sound foundation in for-profit business principles. The volume offers a thorough presentation of marketing strategies, elements of a marketing program, and methods for obtaining resources.... This well-written and timely publication takes a fresh approach to many pertinent issues related to the marketing effectiveness of nonprofit organizations. Professional and academic collections, upper-division undergraduate and up."-Choice

Author Bio

DAVID L. RADOS is Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. He has written three books, including Pushing the Numbers in Marketing (Quorum Books, 1992).