Public and Nonprofit Marketing 2/E

by Christopher H. Lovelock and Charles B. Weinberg

Redwood City, CA: The Scientific Press, 1989, 520 pp.
ISBN 0-89426-134-7.
Now published by Boyd & Fraser.

Note: This book has recently gone out of print but can still be found in many libraries

Japanese Translation
Tokyo: Hakuda-Shobo, 1991. ISBN 561-66055-0

This book helps to advance the trend continues toward greater professionalism in public and nonprofit management, with particular emphasis on how to advance the institutional mission through better understanding of customers and their needs, within the financial and political constraints of the organization. It features examples from a wide array of activities, including museums and the performing arts, education, fundraising, hospitals, health and fitness, public transportion, tourism, political campaigns, postal service, and other government activities. In addition to coverage of marketing activities designed to attract and serve customers, there are also chapters on attracting donations, recruiting and managing volunteers, and managing retail and catalog sales operations.

Public and Nonprofit Marketing is designed either for private study by managers and consultants or for use in management courses and seminars; it is suitable for MBAs, masters students in fields such as health management, arts administration, and public management, as well as for advanced undergraduates. In a course, it can be used alone or paired with Public and Nonprofit Marketing: Readings and Cases 2/E (also by Lovelock and Weinberg).

(Note: Coauthor Charles B. Weinberg is a chaired professor at the University of British Columbia in Vancouver; he and Lovelock have been collaborating for more than 20 years on publications in both for-profit and not-for-profit marketing)

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Last Updated 00-03-16

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