Author found a void in information when she researched marketing for a non-profit organization, so the result of curiosity was this book, which is more of a manual, emphasizing communication. Kotler, Philip and Andreasen, Alan, R. Strategic Marketing for NonProfit Organizations. Englewood Cliffs, New Jersey, Prentice-Hall Inc., 3rd ed., 1987. Authors attempt to broaden and apply the conceptual system of marketing to the marketing problems experienced by nonprofit organizations. Lovelock, Christopher, H. and Weinberg, Charles, B. Marketing for Public and NonProfit Managers.
Stress is on social marketing.
Fine, Seymour, H. Social Marketing - Promoting the Causes of Public and Nonprofit Agencies. Boston, Allyn and Bacon, 1990. This book presents theories and practices of social marketing. The author attempts to provide guidelines for how to use marketing techniques in social sectors and how to implement marketing plans in these sectors. The last part presents some experiences obtained from the application of theories in the social marketing practices.