Description
Twelve Harvard Business School case studies examine how prominent international non-profit groups have defined their mission, developed their brand name as a marketing tool, and assessed their brand's strength as a trusted charity. Each case reviews the NGO's history, describes its organizational structure and funding, reports the results of commissioned market research, and presents the resulting approach to maintaining growth and meeting current challenges. No index is provided. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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Whether you think it's a sad state of affairs or an incredible opportunity, the fact is that not-for-profit agencies like Doctors Without Borders and others have to employ marketing and branding techniques the same as any other organization. THE NEW GLOBAL BRANDS: MANAGING NON-GOVERNMENT ORGANIZATIONS IN THE 21ST CENTURY takes you inside the process and explains the process of establishing brand identity, identifying the organizational mission, communicating brand meaning, and leveraging brand values in new and exciting ways. Full of study tools, this textbook can make a positive impact on your performance in class as well.
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