Nonprofit Marketing
Marketing Management for Charitable and Nongovernmental Organizations
- Walter Wymer - Christopher Newport University, USA
- Patricia Knowles - Clemson University, USA
- Roger Gomes - Clemson University, USA
Nonprofit Marketing explains marketing management concepts and applications in nonprofit, charitable and nongovernmental organizations in an easy-to-follow style. Marketing concepts are clearly presented, then supported with real-world examples.It offers examples from around the world and is applicable to all international nongovernmental and nonprofit organizations.
Would definitely consider a revised version. Anything that does not include the pandemic and post-pandemic content is out of date and needs to be revised. Further, given this was published in 2006, there have been significant advancements in digital direct response marketing for nonprofits (paid and search) which would need to be its own chapter.
The text is outdated. I like the content but it was published in 2006. If it were a 2022 or newer, I would consider it.
It fits the coverage I need for the course while not being so detailed as to seem enclyclopedic to students.
I have been using Andreasen Strategic Marketing for Nonprofit Orgs. My colleague at Northeastern uses the Wymer text. I am not impressed. I find Andreasen laid out in a more accessible format. Tables and exhibits seem more useful, readily adoptable, in real nonprofit situations. Both textbooks are in need of an update or new accompanying DVD addressing social media. The Gomes/Knowles CV/M Matrix is a promising tool for assessing program efficacy. With more application examples, can become a free-standing chapter.
