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Bibliography for Marketing

Brinckerhoff, Peter C., Mission-Based Marketing: How Your Not-for-Profit Can Succeed in a More Competitive World. Dillon, CO: Alpine Guild, 1997.

Kotler, Philip, and Alan R. Andreasen, Strategic Marketing for Nonprofit Organizations, 5th ed. Upper Saddle River, NJ: Prentice-Hall, 1996. Classic handbook.

Lovelock, Christopher H., and Charles B. Weinberg, Marketing for Public and Nonprofit Managers, 1984. Excellent, but out-of-print; check your local library.

Rados, David L., Marketing for Nonprofit Organizations, 2nd ed. Westport, CT: Auburn House, 1996.

Kotler, Philip, and Karen F. A. Fox, Strategic Marketing for Educational Institutions, 2nd ed. Englewood Cliffs, NJ: Prentice-Hall, 1995

Bendapudi, Neeli; Surendra N. Singh; and Venkat Bendapudi, "Enhancing Helping Behavior: An Integrative Framework for Promotion Planning." Journal of Marketing, vol. 60 (July 1996), pp. 33-49.

Floyd, Elaine, Marketing with Newsletters, 2nd ed. St. Louis, MO: Newsletter Resources, 1997.

Lauer, Larry D., Communication Power: Energizing Your Nonprofit Organization. Gaithersburg, MD: Aspen Publishers, 1997.

Radtke, Janel M., Strategic Communications for Nonprofit Organizations: Seven Steps to Creating a Successful Plan. New York, NY: John Wiley, 1998.

Zeff, Robbin, The Nonprofit Guide to the Internet. New York: John Wiley, 1996.

Lovelock, Christopher H., Product Plus: How Product + Service = Competitive Advantage. New York, NY: McGraw-Hill, 1994. Excellent, practical guide to services marketing.

Andreasen, Alan R., Cheap But Good Marketing Research. Homewood, IL: Irwin, 1991. Out-of-print but worth looking for at the library.

McQuarrie, Edward F., The Market Research Toolbox: A Concise Guide for Beginners. Thousand Oaks, CA: SAGE Publications, 1996. Plain-English, conceptual overview of specific research techniques.

Morgan, David L.; Richard A. Krueger; and Jean A. King, editors. Focus Group Kit. Thousand Oaks, CA: SAGE Publications, 1998. A six-volume set of excellent, practical paperbacks on planning and carrying out focus group research. Titles can be purchased separately: The Focus Group Guidebook, Planning Focus Groups, Developing Questions for Focus Groups, Moderating Focus Groups, Involving Community Members in Focus Groups, and Analyzing and Reporting Focus Group Results.

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