Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more.
Focusing on social change, the author emphasizes a dual approach that engages both upstream and downstream individuals. Alan R. Andreasen outlines the roles of foundations, government agencies, and nonprofits while restating essential principles of social marketing. He also proposes innovative applications of social marketing to tackle nontraditional challenges, providing a fresh perspective on how these organizations can effectively drive societal transformation.