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Now in its seventh edition, this landmark book provides new and important insights on nonprofit organizations. It offers a powerful framework to understand how marketing is—and ought to be — used in the nonprofit environment. The authors clearly show that marketing is an important strategic activity and how it can be used to improve organizational performance.
Besides managers in the nonprofit organizations and students of marketing, this book will also be helpful to managers in both the government and corporate domains, in having an insight in social marketing.
Features :
A new chapter on branding for nonprofit organizations.
New vignettes have been added to every chapter drawn from popular press like Business Week, New York Times etc., with the stories having strong bearing on the topic discussed in each chapter.
A revised chapter on public relations with new section on public advocacy.ISBN--- 9788120338906
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