The third edition builds on the success of previous editions whilst also addressing critical topics such as corporate responsibility and social entrepreneurship.
Developments in relationship and public sector marketing, for example the increasing emphasis on partnerships, as well as in fundraising media such as the Internet and SMS messaging, are reflected in the new edition.
The text is divided into three parts, beginning with an introduction to the nonprofit sector and the topic of marketing. It then moves on to develop a framework for marketing planning, including a detailed consideration of topics such as overall direction, market segmentation, branding, and positioning.
The text concludes with a series of chapters that explore the application of marketing in a number of specific contexts.
The 520-page book includes 80 black and white line drawings and 32 black and white half-tone illustrations.
The new edition is accompanied by an online resource centre, comprising the following features:
Student resources
- Web links to other websites of value to students specialising in the field
- Self test quizzes (MCQs)
- Details of new research work of relevance to students
- Practitioner Insights boxes (boxed examples from industry)
- Further reading list
- Podcasts from practitioners and from own lectures and presentations
Lecturer resources
- A Lecturer’s Manual comprising: PowerPoint slides of the diagrams in the book
- Additional case studies of approximately 500 words (2-3 per sector specific chapter)
- Guidance on how to use the case studies
About Adrian Sargeant
Adrian Sargeant is The Robert Hartsook Professor of Fundraising, Indiana University.
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