Marketing Strategies for Nonprofit Organizations

I read this book as part of an assignment for my graduate program and felt that it was by far the most valuable resource. It was straight forward and read fairly easy. The information I learned from this book helped me to solve some problems and gave me great ideas and additional resources to use. Chapter 1: Nonprofit Marketing: An Overview what is marketing? What is "nonprofit" marketing (NPM)? Wants vs Needs Attitudes towards nonprofit marketing The 4 Ps in NPM ...and more Chapter 2: Developing a Strategy: Strategic Planning and the Marketing Function -Strategic planning (long, short range planning) -Who is a nonprofit planner? -ingredients of the planning process ...and more Chapter 3: Knowing Your Customer Chapter 4: Environmental and Internal Analyses in marketing chapter 5: Knowing Your Market: Marketing Research in the Nonprofit chapter 6: Products and Services: the Market Driven Organization Chapter 7: Marketing Planning and Programs Chapter 8: Marketing communications Again, it is a well-thought out book with solutions to common problems and clear explanations. This book is intended for any person, experienced or not, in the area marketing. I used it for a paper on the role of marketing in adult education programs.