Strategic Marketing for NonProfit Organizations, 6/E
Alan Andreasen, University of Connecticut
Philip Kotler, Northwestern University

ISBN-10: 013041977X
ISBN-13: 9780130419774

Publisher: Prentice Hall
Copyright: 2003
Format: Cloth; 536 pp
Published: 10/10/2002

Suggested retail price: $177.33
Not available for purchase at this time.

For upper level, MBA, and executive courses in Marketing for Nonprofit Organizations, Public Administration in Nonprofit Organizations, and Public Health for Nonprofit Organizations.

Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more.

  • NEW - A reconstructed view and application of nonprofit marketing—Positions marketing as the most critical discipline needed for nonprofit success.

    • Shows students that success ultimately requires the influencing of the behavior in a wide range of key target markets—clients, funders, policy makers, volunteers, the media, as well as the nonprofit's own staff.

  • NEW - Inclusion of new environments—Shows nonprofit enterprise flourishing everywhere in the world, including Asian and formerly communist countries.

    • Removes the misconception of nonprofit marketing as primarily a North American phenomenon.

  • NEW - Added focus on both the government and for-profit sectors—Looks at their growing interest in “social enterprise.”

    • Explains why managers and future mangers in both the government and corporate domains need to acquire concepts and tools described in the text, and understand the nonprofit environment—and what it is like to try to bring about change within it.

  • NEW - Emphasis on two central behavioral science models—Organizes much of the discussion of strategic and tactical options around two central behavioral science models: Stages of Change and BCOS drivers.

    • Guides student thinking about how to influence behavior in many different contexts, and provides a powerful, portable framework for nonprofit practitioners to use to be successful in this challenging environment.

  • NEW - The most up-to-date coverage in the field—Integrates the latest research on institutional structure, volunteering, fundraising, and more.

    • Reflects the latest concepts, statistics, and practical experiences.

  • Frequent connections to real-world practices in many formats—Includes vignettes, anecdotes and examples and commentaries by world-famous nonprofit marketing practitioners like Bill Smith, Academy for Educational Development; Elaine Chao, United Way of America; Cynthia Currence, American Cancer Society; Frances Hesselbein, Drucker Foundation.
  • A rich pedagogical framework—Features new charts, boxed features, graphs and photos, and chapter-end questions.

    • Supports discussions throughout the text and enhances students' understanding of them.

  • Leading authors in the field.

    • Features Philip Kotler, one of the first authors on the subject, and Alan Andreasen, a leading writer and social marketing scholar.

  • A strong conceptual base—Takes a comprehensive, sophisticated-yet-accessible approach to subject matter.

    • Provides students with all of the tools required to solve real-world problems.

  • A reconstructed view and application of nonprofit marketing—Positions marketing as the most critical discipline needed for nonprofit success.

    • Shows students that success ultimately requires the influencing of the behavior in a wide range of key target markets—clients, funders, policy makers, volunteers, the media, as well as the nonprofit's own staff.

  • Inclusion of new environments—Shows nonprofit enterprise flourishing everywhere in the world, including Asian and formerly communist countries.

    • Removes the misconception of nonprofit marketing as primarily a North American phenomenon.

  • Added focus on both the government and for-profit sectors—Looks at their growing interest in “social enterprise.”

    • Explains why managers and future mangers in both the government and corporate domains need to acquire concepts and tools described in the text, and understand the nonprofit environment—and what it is like to try to bring about change within it.

  • Emphasis on two central behavioral science models—Organizes much of the discussion of strategic and tactical options around two central behavioral science models: Stages of Change and BCOS drivers.

    • Guides student thinking about how to influence behavior in many different contexts, and provides a powerful, portable framework for nonprofit practitioners to use to be successful in this challenging environment.

  • The most up-to-date coverage in the field—Integrates the latest research on institutional structure, volunteering, fundraising, and more.

    • Reflects the latest concepts, statistics, and practical experiences.

I. DEVELOPING A CUSTOMER ORIENTATION.

 1. The Growth and Development of Nonprofit Marketing.

 2. Developing a Customer-Centered Mind-Set.

II. STRATEGIC PLANNING AND ORGANIZATION.

 3. Strategic Marketing Planning.

 4. Understanding Consumer Behavior.

 5. Acquiring and Using Marketing Information.

 6. Segmentation, Positioning and Branding.

III. DEVELOPING AND ORGANIZING RESOURCES.

 7. Generating Funds.

 8. Attracting Human Resources: Staff, Volunteers and Boards.

 9. Working with the Private Sector.

10. Organizing for Implementation.

11. Planning and Budgeting the Marketing Mix.

IV. DESIGNING THE MARKETING MIX.

12. Managing the Organization's Offerings.

13. Social Marketing.

14. Developing and Launching New Offerings.

15. Managing Perceived Costs.

16. Facilitating Marketing Behaviors.

17. Formulating Communications Strategies.

18. Managing Communications: Advertising and Personal Persuasion.

19. Managing Public Media and Public Advocacy.

V. CONTROLLING MARKETING STRATEGIES.

20. Marketing Evaluation, Monitoring and Control.

Name Index.

Organization Index.

Subject Index.

"The earlier editions of this book have been a 'must read' and a standard reference book for anyone practicing marketing in the nonprofit sector. It is particularly helpful to people who lack formal training in marketing, but are seriously trying to integrate marketing principles into their business practices. The authors are very well respected in the nonprofit sector and have created a work that is both educational and very practical." — Cynthia Currence, National Vice President, Strategic Marketing and Branding

"The bible for nonprofit marketing just got better. This book tells you how to do it . . . and do it well. I used to take the book with me as a field guide. Now it is updated for the twenty-first century's challenges in fulfilling our organizational missions." — Bill Novelli, Executive Director, AARP

FROM THE PREFACE...

This sixth edition of Strategic Marketing for Nonprofit Organizations marks a major change in the way in which nonprofit marketing is conceived and applied. Much more strongly than in previous editions, this book seeks to position marketing as perhaps the most critical—if not the most critical—discipline needed for nonprofit success. It argues that success ultimately requires the influencing of the behavior in a wide range of key target markets—clients, fenders, polity makers, volunteers, the media as well as the nonprofit's own staff: This is the province of marketing! Marketers are the "behavioral influence business:" The book positions marketing as absolutely central to top management's achievement of the organization's mission. Implicit in this volume is the notion that everyone in nonprofit management—including the CEO—ought to have a thorough grounding in marketing and what it does and can do.
— Alan R. Andreasen and Philip Kotler

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