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Marketing Research for Non-profit, Community and Creative Organizations 1st Edition

4 out of 5 stars 1 customer review
ISBN-13: 978-0750687607
ISBN-10: 0750687606
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Editorial Reviews

From the Back Cover

'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold. Firstly, it aims to educate the readers on how research can be utilized to help their organization reach its goals. Secondly, it shows how to conduct different methods of research, including focus groups, interviews, projective techniques, observations and surveys, and how to use the findings of these to improve products, target customers and develop effective promotions.

Concise and well-structured, the text provides a step-by-step process to help the reader understand and apply the various research methodologies.

'Marketing Research for Non-profit, Community and Creative Organizations' is designed for students and will also be invaluable for managers working within non-profit or creative environments.

About the Author

Dr. Bonita Kolb received her BA from Alaska Pacific University in Anchorage, Alaska. She then moved to San Francisco, California where she received her master's and PhD from Golden Gate University. Dr. Kolb was not always in academia. In the past she ran a business in Alaska, designed educational programs for refugees in California and was a financial analyst at Bank of America world headquarters. After receiving her PhD, she started her teaching career with Northern Arizona University at their campus in Yuma. After a year, she joined Antioch University's McGregor Graduate Center teaching finance in the MBA program. Dr. Kolb then accepted a position at the University of Westminster in London where she managed the MA in International Finance program run jointly with CERAM in Sophia-Antipolis, France. Returning to the States she managed the MBA program at Long Island University in Brooklyn. She moved to Lycoming College because she wanted to work more closely with undergraduate students.Dr. Kolb has written several books that focus on marketing and nonprofits. Her latest book is Marketing Research for Non-profit, Creative and Community Organizations. She has also published articles in the International Journal of Arts Management, the Journal of Cultural Economics, and the Journal of Nonprofit and Voluntary Sector Marketing. Dr. Kolb continues to teach in Europe and in fall 2008 received a Fulbright Specialist Grant to travel to Tallinn, Estonia to teach post-graduate students from the Estonian Academy of Music and Theatre and the Sibelius Academy in Helsinki, Finland.Insider Info: Dr. Kolb always has at least ten projects going on simultaneously. In her spare time she restores houses and serves on community boards.
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Product Details

  • Paperback: 286 pages
  • Publisher: Routledge; 1 edition (July 12, 2011)
  • Language: English
  • ISBN-10: 0750687606
  • ISBN-13: 978-0750687607
  • Product Dimensions: 7.4 x 0.6 x 9.7 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #2,955,329 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Paperback
I liked this book. I'm not sure it has much value as a stand-alone book. But I liked it. It is well written and well outlined. It wasn't too long. Nor was it too short.

When I think of marketing research for nonprofits what comes to mind front-and-center are feasibility and planning studies. And there are not many good books that I have seen regarding that subject. Whether you call your efforts marketing research or a feasibility study, the bottom line is that you are doing an investigation into the effectiveness of your philanthropic program while at the same time cultivating, engaging, and motivating donors and volunteers.

The instant book being reviewed does a nice job providing an overview of the marketing research process. And after giving us an overview it gets pretty specific as to the inner workings of how a marketing research project is administered. Interestingly enough, it's exactly how a feasibility and planning study is administered. I just wish the author had mentioned this in her book. She didn't.

A book I consider to be a companion book to the one being reviewed is: "The Fundraising Feasibility Study" (ISBN: 9780470120743). That book provides the coverage of marketing research and goes heavy on that topic from a feasibility and planning study perspective. Exactly what Ms. Kolb's book is weak on.

Both books have a Search Inside feature on Amazon that provides their detailed Table of Contents. I highly recommend you examine these TOCs. If you are thinking of starting a nonprofit, or are about to consider a major fundraising campaign for your existing nonprofit, then I think you would be smart to get both of these books in order to plan your fundraising effort.
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