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.
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Sport Marketing:Managing the Exchange Process Â presents cutting edge conceptual and empirical approaches for managers to manage relationships with consumers. The central theme of the book is the sport marketing exchange, because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer. The authors challenge students, researchers, and managers in sport marketing to embrace current marketing tools that are being employed by marketers in other industry sectors. Several recent marketing techniques are discussed and illustrated within the sport context. Â
CivilÃ¢"military cooperation has always been a key factor in both peace and conflict situations, and is vital in today's political climate. This indispensable volume analyzes the various types of civilÃ¢"military cooperation across different settings and contexts, to include humanitarian operations such as emergency relief following tsunami, earthquakes and refugee crises, as well as stability and reconstruction operations such as those in Afghanistan and the Democratic Republic of Congo. The book contains contributions from both senior academics and practitioners such as military officers and humanitarian personnel and discusses the benefits and logistics of civilÃ¢"military cooperation. It closes with recommendations that will be of value to both academics and practitioners, making it a must read for anyone interested or involved in these operations.
Scholars and practitioners around the globe have identified the capability of MNCs to create and efficiently transfer and combine knowledge from different locations worldwide as an increasingly important determinant of competitive advantage, corporate success and survival. Traditional marketing approaches have overly focused on explicit knowledge and neglected the important role of tacit knowledge, specifically in international, cross-cultural settings. This book draws on real-life examples of knowledge-based firms - Hewlett-Packard Consulting & Integration, Schindler, Siemens, Toyota, Mazda, and Maekawa - to reveal that knowledge-based marketing is key to obtaining a sustainable competitive advantage.
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