Microeconomics or Nonprofit Marketing

Microeconomics: Theory and Applications, Eleventh Edition

Author: Edwin Mansfield

Ever since Edwin Mansfield pioneered the popular theory-and-application approach with the First Edition of Microeconomics, the text has been a perennial leader in the intermediate microeconomics course field. Starting with the Tenth Edition and continuing with the Eleventh, co-author Gary Yohe has thoroughly revised the text while retaining its traditional strengths. Discussions remain accurate and clear, making use of engaging examples that draw on real-world applications to motivate the presentation of theory. This revitalized classic promises to continue to please instructors and their students.

Author Biography: Edwin Mansfield was a longtime professor of economics at the University of Pennsylvania and director of its Center for Economics and Technology. His textbooks have been a staple in economics courses at thousands of colleges and universities around the world. Gary Yohe is professor of economics at Wesleyan University, where he is an accomplished teacher and researcher. He studied at the University of Pennsylvania, SUNY Stony Brook, and Yale, where he received his Ph.D. For his work in the fields of uncertainty, information, and the economics of global climate change, Professor Yohe was recently ranked among the top researchers in a Journal of Economic Educationsurvey of economics faculty at forty elite liberal arts colleges.

Books about: The New Economic Sociology or The Complete Guide to Environmental Careers in the 21st Century

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations

Author: Walter Wymer

Nonprofit Marketing: Marketing Management for Charitable and Nongovernmental Organizations is a conceptually strong text that gives students marketing strategies for nonprofit, charitable, and nongovernmental organizations, while providing them with a broad treatment of marketing basics. Written in an easy-to-follow style, marketing concepts are clearly presented and supported with real-world examples.   

Key Features:

• Offers clear coverage of marketing fundamentals: A survey of marketing functions, tailored specifically for nonprofit organizations, provides the reader with a framework for organizing, planning, and implementing marketing strategies. Special treatment is given to the important areas of marketing research and marketing communications.
• Provides in-depth treatment of the most important marketing activities: Covers not only the key fundamentals, but also covers essential marketing functions such as direct marketing, fund raising, special events, attracting major gifts, and volunteer recruitment.   
• Addresses emerging topics: Current and complete coverage is provided on social marketing and cause marketing, two emerging areas that are rapidly increasing in importance in the nonprofit sector. The book also includes many international examples of real-world organizations to offer students a multinational perspective on nonprofit marketing.   

Instructor's Resources!
Instructor Resources on CD are available to qualified adopters of Nonprofit Marketing. These resources include chapter outlines,discussion questions, teaching tips, review questions, and much more!  

Intended Audience:
This is an excellent text for undergraduate and graduate students studying nonprofit marketing in the fields of Marketing, Public Administration, Social Work, Sociology, Arts Administration, Management, and Business.    

Meet the author! users.cnu.edu~wwymer

Table of Contents:

	Acknowledgments	ix
Part I	Marketing Management	1
1	Introduction to Nonprofit Marketing	3
	Opening Vignette: Ty Hafan	4
	Dimensions of Nonprofit Marketing	5
	Importance of Nonprofit Sector	7
	Types of Nonprofit Organizations	8
	Challenges Faced by the Nonprofit Sector	9
	Adoption of Marketing Approach	14
	Current Issues in Nonprofit Marketing	15
	Organization of This Book	16
2	Setting the Path of the Nonprofit Organization: Mission Focus, Strategic Objectives, Differentiation, Positioning, Unique Value Proposition, Branding, Segmentation	24
	Opening Vignette: The Atlanta Homeless Project	25
	Mission-Defining a Focus and Scope	27
	Strategic Objectives to Achieve the Organization's Mission	31
	Differentiation	32
	Positioning	33
	The Unique Value Proposition	39
	Branding	39
	Segmentation	45
3	Research in Nonprofit Organizations	59
	Opening Vignette: Marketing Research in the Lupus Advocacy Foundation	60
	Publics of Nonprofits	61
	Orientations of Nonprofits	62
	Why Nonprofits Must Do Research	65
	Why Nonprofits Should Have a Marketing Information System (MIS)	66
	Where Research Fits Into a Nonprofit's MIS	66
	The Research Process	68
4	Strategic Marketing Analysis and Planning	86
	Opening Vignette: Bringing Strategic Planning Into a Church	87
	Defining Strategic Marketing and Planning	88
	The Importance of Marketing Analysis and Planning	88
	The Interrelatedness of Marketing Topics	89
	The Strategic Market Analysis Process	90
	Potential Areas of Change That May Affect Strategic Planning	107
	Three Planning Situations	108
	Why Is Strategic Planning Based in Marketing Theory?	109
	Organizational Culture, Values, and Approach to Management Affect Planning	110
	When Market-Based Strategic Planning Is Most Important	112
5	Offers in Nonprofit Organizations: Product and Place	121
	Opening Vignette: Offers in Nonprofit Organizations	122
	The Nonprofit Marketing Mix	122
	Identifying the Offer in Nonprofit Organizations	123
	The Five Levels of an Offer	124
	Offer Classification	127
	Managing Nonprofit Offers	130
	Nonprofit Offer Development	133
	Managing Nonprofit Distribution	136
6	Offers in Nonprofit Organizations: Promotion and Price	149
	Opening Vignette: Megan Dusenberry, Executive Director, XYZ MidWest Charities	150
	Promotion: Marketing Communication	152
	Promotion Objectives	153
	The Promotional Mix	156
	Prices in Nonprofit Organizations	167
	Monetary Prices	168
	Pricing Objectives	171
	Setting Prices	174
	Nonmonetary Prices of Nonprofit Offers	177
Part II	Marketing to Donors and Volunteers	191
7	Direct Marketing Tactics	193
	Opening Vignette: Alliance of Confessing Evangelicals, Inc.	194
	Importance of Direct Marketing	195
	Characteristics of Direct Marketing	196
	Types of Direct Marketing	197
	Developing a Direct Marketing Program	201
	Online Fund-Raising	209
8	Strategic Approaches to Attracting Major Gifts	218
	Opening Vignette: First-to-College	219
	Major Gifts From Individual Donors	220
	A Nonprofit's Largest Donors	221
	Seeing Through the Eyes of the Potential Donor	223
	The Potential Major Gift Information File	225
	Traditional Tactics for Major Gift Fund-Raising	226
	The Individual Major Gift Donor Profile	227
	Tasks Related to Effective Nonprofit Major Gift Fund-Raising	228
	The Close-Asking for the Major Gift	235
	Alternative Major Gift Formats for Prospect Consideration	236
9	Special Events in the Nonprofit Sector	246
	Opening Vignette: The Great Victorian Bike Ride	247
	Special Events: Definition, Rationale, Planning, and Design	247
	Scope of Events in the Nonprofit Sector	252
	Objectives of Special Events	254
	Strategic Issues in Producing Special Events	258
	Managing Special Events	268
	Marketing and Promoting Special Events	269
	Evaluating Special Events	273
10	Marketing to Volunteers	279
	Opening Vignette: Girl Scouts	279
	Importance of Volunteers	280
	Classifying Volunteers	281
	Understanding Volunteer Motivations	283
	Marketing to Potential Volunteers	288
	Virtual Volunteering	292
Part III	Special Topics	305
11	Social Marketing	307
	Opening Vignette: The Mass Media and Health Practices Program	307
	Changing Public Behavior	308
	The Social Marketing Plan	312
	Issues Marketing: Changing Public Policy	316
	Involvement of the Business Sector	318
12	Cause-Related Marketing and Other Collaborations With the Business Sector	325
	Opening Vignette: Share Our Strength	326
	Importance of Collaborating With the Business Sector	326
	Costs and Benefits	327
	Different Types of Relationships With Businesses	330
	Setting Objectives	338
	Finding a Corporate Partner	339
	Managing the Relationship	343
	Model of Consumer Responses to Campaign	344
	Index	355
	About the Authors	369