Marketing in the Not-For-Profit Sectors (Marketing Series: Professional Development)

Marketing in the Not-for-Profit Sector examines the crucial role that marketing has to play in both public and voluntary sectors. Education, health, social services, leisure and libraries are turning to marketing practices as they develop a more customer-focused philosophy. Charitable and religious organizations are also employing marketing principles more widely in their operations.Through case studies and mini questionnaires, Marketing in the Not-for-Profit Sector shows how general marketing principles can be applied to the not-for-profit sector to achieve quality service and meet customer expectations.Marketing in the Not-for-Profit Sector is relevant to all involved in the public and voluntary sectors. Both marketing managers and students will find it of particular relevance.Margaret Kinnell is Professor of Information Studies at Loughborough University. She has worked extensively in the fields of information service management and the development of quality in higher education, in the UK and overseas, including quality management in the public sector in Japan.Jennifer MacDougall is an independent researcher and information consultant in the Public Service sector. Recent work has included studies of marketing in public libraries and leisure services, international health informatics, and access to healthcare information in Ireland. The first UK title to look at marketing in the not-for-profit sectors as a wholeSector-specific concerns are examined through case studies and scenariosIdentifies relevant marketing principles