Designed for use by practitioners as well as in the classroom, this text focuses on the fundamentals of marketing and best practices. It covers setting a mission and strategic objectives, differentiation, positioning, unique value, establishing a "brand name," segmentation, research, marketing analysis and planning, "offers" in terms of product and place as well as promotion and price, direct marketing, attracting major gifts, special events and social marketing, marketing to causes and volunteers, and collaborating with the business sector. The material is broad enough to work within courses in nonprofit marketing, public administration, social work, arts administration, management and business. Instructor resources are available on CD from the publisher. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)