Publisher's Synopsis
This text provides a comprehensive overview of the theory behind non-profit marketing, and analyzes key non-profit sectors such as fund-raising, the arts, education, healthcare, and social ideas;The text is divided into three sections, mirroring the syllabus that is taught on many specialist undergraduate and MBA course modules. It consists of an introduction to marketing, marketing planning/market orientation and a detailed section which explicitly addresses the application of marketing to the key non-profit sub-sectors of fund-raising, the arts, education, healthcare and social ideas. Each chapter contains an outline of its objectives, discussion questions, and a summary of key areas covered.
