Table of Contents

Part 1: This section identifies marketing ideas, tools and technique Part 2: This content supplies practical advice on how to implement everything mentioned in Part 1. Part 3: This segment looks at specific and important aspects of marketing that must be planned for and implemented, such as relationship marketing. It includes brand new content on how integrating digital communications and social networking can help deliver improved services and campaigns, and drive income in difficult times.

About the Author

Professor Ian Bruce CBE, is founder and President of the Centre for Charity Effectiveness at City University's Cass Business School and Vice President RNIB. He has spent his career in charities adapting commercial marketing to fit the non-profit world and was the first charity Chief Executive to be made a Companion of the Chartered Institute of Management, and to be given the Outstanding Achievement Awards of both the National and UK Charity Awards.

Reviews

Ian Bruce is not just an academic, he knows it because he has done it, and he knows how to write itA" - Sir Stuart Etherington, Chief Executive, National Council for Voluntary Organisations (NCVO) This book is essential for all sizes of charities/nonprofits, but especially small ones. Ian Bruce's teaching goes down well with volunteers as well as paid staff - Cath Lee, Chief Executive, Small Charities Coalition.