Marketing für Verbände und weitere Nonprofit-Organisationen

Marketing in the Freiburg management model for NPOs is understood as active management of exchange relationships. For this to be effectively put into practice, it must be anchored in the management system of an organization. This requires an internalisation of the marketing philosophy in the mindset of all full-time and voluntary staff and a clear anchoring in the organisational structure. The appropriate management instruments must be created for this purpose. The authors of this standard work on NPO management, which is now in its 3rd, newly edited edition, give valuable instructions on how this can be realized based on years of practical experience in over 200 projects: Starting with a general overview of the basics and developments of profit marketing, they develop a marketing approach for NPOs. In a very practical way, they explain how marketing can be applied to conc.