Nonprofit Marketing : Marketing Management for Charitable and Nongovernmental Organizations

Cover; Contents; Acknowledgments; 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, Branding, Segmentation; Chapter 3 - Research in Nonprofit Organizations; Chapter 4 - Strategic Marketing Analysis and Planning; 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