February 3, 2005 | Read Time: 1 minute
Marketing Management for Nonprofit Organizations, Second Edition, by Adrian Sargeant, is an overview of how nonprofit organizations can use marketing to improve the quality of services they provide, attract donations and other resources, and help define what the organization can offer. Mr. Sargeant, a professor at Bristol Business School, in England, details the theory behind nonprofit marketing and examines how it applies to fund raising, volunteers, and programs in the arts, education, and health care. This updated edition contains a revised introduction to the nonprofit world and new chapters on how nonprofit leaders can incorporate marketing into managing volunteers, conducting research, and designing strategic plans.
Publisher: Oxford University Press, 198 Madison Avenue, New York, N.Y. 10016; http://www.oup.com; 408 pages; $59.50.
