Editors Sargeant (fundraising, Indiana U.) and Wymer (marketing, U. of Lethbridge) offer an overview of nonprofit sector marketing supported by real-world examples and case studies. Written as
a reference for students, researchers, and practitioners, the collection provides a history of the concepts in nonprofit marketing and fundamental marketing principles particularly relevant to
nonprofit organizations. Roughly 40 internationally-recognized experts examine in detail the current thinking in the most important nonprofit areas, including voluntary sector marketing,
fundraising, arts marketing, education marketing, political marketing, social marketing, public sector marketing, and e-government. Volunteer recruitment, management, and retention also are
discussed. Chapters end with conclusions and frequently extensive lists of references. A contributors’ list provides the professional backgrounds of the writers. Annotation ©2008 Book News,
Inc., Portland, OR (booknews.com)
