Non-profit Organization Marketing (21st Century Marketing Series Textbooks)

Author: Wu Guanzhi
Publisher:
Publish Date: 2003-09-17
Features: This book is divided into 12 chapters, systematically introducing the definition and classification of marketing for non-profit organizations, as well as its characteristics. While elaborating on the marketing orientation and management features of non-profit organizations, it analyzes the macro and micro environments that influence non-profit marketing. Based on this, it determines the marketing objectives of non-profit organizations and formulates corresponding marketing strategies and plans, including market segmentation, target market selection, and market positioning. In terms of the marketing mix, the book focuses on introducing the key marketing functions of non-profit organizations, such as their products and services, pricing and cost management, channel management, and communication. Additionally, it discusses the relationship between fundraising and marketing for non-profit organizations, fundraising planning and strategies, and fundraising performance evaluation, tailored to the characteristics of non-profit organizations. The book also emphasizes management issues related to non-profit organizations, such as volunteer recruitment, volunteer management, volunteer performance evaluation, and volunteer training and development. It is important to note that non-profit marketing differs from traditional marketing in several aspects, and the corresponding marketing theories and practices are not entirely the same. Currently, there are still many issues that require further in-depth research. At the same time, it is hoped that readers can gain a fresh perspective on this emerging field. This book is suitable for senior marketing students and professionals engaged in management in practical departments.