Overview

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.

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9780198775669

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Adrian Sargeant is a Lecturer in Non-Profit Marketing at Henley Management College. His research interests are primarily in the field of relationship and database marketing, and he has been sponsored by the Charities Aid Foundation and more recently by the Royal Mail. He is a member of the Institute of Charity Fund-raising Management and delivered their Annual Royal Mail Lecture in August 1998.

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