Marketing Strategies for Nonprofit Organizations [Paperback]

Siri N. Espy (Author)

Book Description

Publication Date: May 1, 1992 | ISBN-10: 092506534X | ISBN-13: 978-0925065346

In these days of dwindling public funds and growing public needs, socially responsible not-for-profit organizations are more important than ever. While the staff and board members of such organizations are long on good will, they are often short on know-how about ways in which to achieve their goals. Marketing Strategies for Nonprofit Organizations is a practical, easy to read guide to marketing strategy for the nonprofit organization. Written for the student and the practitioner of nonprofit management, the book provides a concise overview of marketing that can help the reader develop and apply an understanding of marketing principles. Full of examples of nonprofit marketing at work, this book helps the small and large organization alike to apply a marketing orientation to all aspects of operation, and to set and achieve marketing goals. This lively book tells how many of the concepts and strategies used to sell products can be adapted for worthy causes.

Product Details

• Paperback: 165 pages
• Publisher: Lyceum Books (May 1, 1992)
• Language: English
• ISBN-10: 092506534X
• ISBN-13: 978-0925065346
• Product Dimensions: 8.9 x 6 x 0.5 inches
• Shipping Weight: 8 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,361,675 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Practical and Informative, February 19, 2007

By 

dqb (Bellevue, WA) - See all my reviews

This review is from: Marketing Strategies for Nonprofit Organizations (Paperback)

I read this book as part of an assignment for my graduate program and felt that it was by far the most valuable resource. It was straight forward and read fairly easy. The information I learned from this book helped me to solve some problems and gave me great ideas and additional resources to use.

Chapter 1: Nonprofit Marketing: An Overview

what is marketing? What is "nonprofit" marketing (NPM)?

Wants vs Needs

Attitudes towards nonprofit marketing

The 4 Ps in NPM

...and more

Chapter 2: Developing a Strategy: Strategic Planning and the Marketing Function

-Strategic planning (long, short range planning)

-Who is a nonprofit planner?

-ingredients of the planning process

...and more

Chapter 3: Knowing Your Customer

Chapter 4: Environmental and Internal Analyses in marketing

chapter 5: Knowing Your Market: Marketing Research in the Nonprofit

chapter 6: Products and Services: the Market Driven Organization

Chapter 7: Marketing Planning and Programs

Chapter 8: Marketing communications

Again, it is a well-thought out book with solutions to common problems and clear explanations. This book is intended for any person, experienced or not, in the area marketing. I used it for a paper on the role of marketing in adult education programs.