Public and Nonprofit Marketing: Readings and Cases 2/E
by Christopher H. Lovelock and Charles B. Weinberg
South San Francisco, CA: The Scientific Press, 1990, 360 pp.
ISBN 0-89426-145-2. Now published by Boyd & Fraser.
With 17 readings and 20 cases, this book covers a wide array of marketing issues across a broad cross-section of public and nonprofit organizations. The types of organizations range from small, local nonprofits to major government agencies and international voluntary organizations. Among the service organizations featured are hospitals, museums, performing arts programs, colleges, and public transportation. Social change organizations include preventive health care programs, driver safety, and the World Wildlife Fund. The cases and readings are grouped into six parts, each organized around a key marketing theme.
This book 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. It can be used on its own or to supplement a text such as the authors' Public and Nonprofit Marketing 2/E or Kotler and Andreasen's Strategic Marketing for Nonprofit Organizations.
(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