Marketing für Verbände und weitere Nonprofit-Organisationen

Marketing in the Freiburg Management Model for non-profit organizations (NPO) is understood as active management of exchange relationships. For this to be effectively implemented in practice, it must be anchored in the management system of an organization. This requires an internalization of the marketing philosophy in the mindset of all main and volunteer staff, as well as a clear integration into the organizational structure. Corresponding management tools need to be established for this purpose. The authors of this standard work on NPO management, now appearing in its third revised edition, provide valuable instructions based on years of practical experience in over 200 projects on how to achieve this: starting from a general overview of the foundations and developments of profit marketing, they develop a marketing approach for NPOs. It is explained in a very practical manner how marketing can be applied in a concentrated way.