Perhaps now more than ever, effective marketing is crucial in successfully managing a nongovernmental organization. A nonprofit organization that is effectively using marketing strategies is better positioned to present a consistent and memorable image of its cause to policy makers, funding organizations, individual contributors, and society at large. A successfully marketed charity is able to distinguish itself from other organizations in the continually growing nonprofit sector. It is able to share its cause and importance to the public, demonstrating its value, while communicating its unique purpose and mission. 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.
Legal and economic regulation now affects virtually every aspect of the modern business environment, particularly the broad range of responsibilities that fall within the domain of marketing. Because of the complexity of the regulatory framework, marketing executives may depend heavily on legal specialists for guidance concerning laws and regulations that affect their company's operations. This book provides marketing planners and managers with both the basics and the specifics needed for effective decision making in this area. Based on the author's expertise and first-hand experience in the business regulatory field, Legal and Economic Regulation in Marketing will enable the marketing executive to assess the potential impact of laws and government regulations and thus avoid administrative tie-ups and costly mistakes. Following a discussion of the goals of marketing organization, Werner looks at how existing federal laws condition and control the environment in which executives carry out marketing functions. He next examines the legal regulation of specific marketing operations, including pricing, methods of distribution, promotion and product characteristics, and procedures affecting marketing. In addition to describing the relevant statutes and agency standards, Professor Werner explains the implications of specific court decisions and administrative rulings. The author concludes with shrewd speculation on future trends in legal and regulatory controls and how these will affect marketing decision making and the business environment as a whole. An invaluable resource for the executives or students of marketing, this volume offers clear, practical guidance on functioning within the legal and regulatory constraints of the modern marketplace.
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.