This textbook presents marketing concepts which are then supported with real-world examples. Key features include treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples

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;...

This inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a...