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Cover

Marketing for Nonprofit Organizations

Insights and Innovations

Stacy Landreth Grau

Publication Date - July 2014

ISBN: 9780190615444

215 pages
Paperback
6 x 9 inches

In Stock

Retail Price to Students: $45.95

Description

Successful nonprofit marketing will help organizations capture the attention of donors, volunteers, legislators, and service consumers so that they can control the future of their organization. This book provides an indispensable overview of marketing for nonprofits from a strategic standpoint. Readers will learn how to integrate the most important aspects of marketing-including branding, social media, market research, and outcome measurements-into the very fabric of an organization's mission.

Landreth Grau integrates research-based insights, and practice-based innovations with a comprehensive introduction to the basics of marketing for the benefit of small- and medium-sized organizations. It is an ideal resource for courses in both business schools and social work programs, as well as nonprofit managers who are ready to explore new and innovative ways to support their organization.

Features

  • insight sidebars detail research-based strategies and advice
  • innovation sidebars present practice-based case studies and tips
  • social media marketing for nonprofits
  • branding tools
  • vignettes of real-life nonprofit organizations utilizing the concepts introduced in each chapter

About the Author(s)

Stacy Landreth Grau (PhD, Louisiana State University) is associate professor of marketing practice at the Neeley School of Business at Texas Christian University. She is director of the Neeley Fellows Program and is a consultant with Global Prairie, an international integrated marketing communication agency. Her primary areas of work include cause-related marketing, corporate social responsibility, and nonprofit marketing and branding.

Table of Contents

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

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