This collection of 27 articles from Nonprofit World provides a variety of viewpoints and advice on nonprofit marketing. These concise and action-oriented articles are written by experts in the field. A variety of quizzes and worksheets provides practical help. Here is excellent, usable information on market research, a topic which can be intimidating to the novice. A three-part series outlines planning concepts, situation analysis, and development of a marketing plan.
Cost reduction is another useful topic.
The editor deals head-on with the idea that many nonprofits are prejudiced against marketing because they equate it with advertising. The reader will reach a very different conclusion and be motivated to try some of these excellent recommendations. Highly recommended to the manager who wants to be aware of current marketing philosophy and practice. The Society for Nonprofit Organizations, 1993. Order from Society for Nonprofit Organizations.