Marketing for nonprofit organizations : insights and innovations / Stacy Landreth Grau.

Format:

Book

Author/Creator:

Grau, Stacy Landreth, author.

Language:

English

Subjects (All):

Nonprofit organizations--Marketing.

Nonprofit organizations.

Physical Description:

1 online resource

Edition:

Second edition.

Place of Publication:

Oxford University Press 2021

Summary:

"Marketing for Nonprofit Organizations: Insights and Innovations (second edition) is a comprehensive overview of the marketing process specifically for nonprofit and social impact organizations. This book covers important topics to non-profit professionals: branding, target audience selection, strategy, promotional tactics, including social media and evaluation. Insights are based primarily on academic research that has been published and now translated into usable information for professionals. Innovations highlights organizations who are doing things a different way and topics that are relatively new the field. The second edition includes many updated examples as well as new information on several topics such as social enterprise, design thinking, collective impact and narratives in nonprofits. Readers will find an organized, easy to read overview of the important considerations for marketing for new and established non-profit organizations and foundations"-- Provided by publisher.

Contents:

1. Nonprofit Marketing 2. The Heart of the Organization: The Nonprofit Brand 3. Strategic Marketing Planning for Nonprofit Organizations 4. Understanding and Engaging with Your Stakeholders 5. Gaining Insight: Marketing Research for Competitive Advantage 6. Products, Services, and Delivery: The Importance of Innovation 7. Marketing Communication for Nonprofit Organizations 8. Marketing Communication Measurement and Evaluation Appendices

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

0-19-009082-0

0-19-009083-9

0-19-009081-2