Marketing for Public and Nonprofit Managers

Public and non-profit organizations face hard times today. Government funding is being curtailed, traditional sources of volunteers are drying up, and costs have risen rapidly as a result of inflation. Managers of these organizations need all the help they can get in setting and achieving realistic goals, in improving responsiveness to individual and societal needs and in ensuring the future financial viability of their organizations. This lively, insightful book by two of the leading experts in the field demonstrates the pivotal role played by marketing in improving management practice in the public and nonprofit sectors. For anyone concerned with the survival and prosperity on nonprofit and public organizations - managers, trustees, board members, elected officials, and students - Marketing For Public And Nonprofit Managers represents the most up-to-date and authoritative thinking on the subject.