The New DIY Guide to Marketing is a practical, no-nonsense guide to marketing for the not-for-profit sector.

This bigger and better edition examines the essentials of marketing from understanding your market, product/s and branding, through to strategy and costs, and a whole range of promotional techniques – from advertising and direct mail to publicity and the media.

The revision also includes new chapters on the internet and printed promotional materials and more on cause related marketing and public relations.

Useful tips, real-life true stories (good and bad), checklists, models and interesting facts bring the subject to life, making the guide an accessible, informative and practical insight into marketing for a wide range of charities and voluntary organisations.

• First edition established itself as a market leader
• Revised edition includes new chapters on the internet and producing printed promotional materials, and more on PR and cause related marketing
• Techniques apply equally well to a local school PTA as medium-large registered charities

Bibliography

Paperback •  ISBN: 9781860721359 •   236 pages • Published April 2001 • £18.95

Contents
Marketing is a must
Understanding customers
Understanding your product
Understanding your market
Undertaking market research
Developing a competitive edge
Image, identity and branding
Promotion: advertising
Promotion: media relations
Promotion: direct mail
Promotion: printed publicity materials
Promotion: the internet
Promotion: the A-Z of other ideas
Sponsorship and cause-related marketing
Public relations
Developing a marketing strategy
A plain English guide to marketing jargon
Directory
Index

About the author
Moi Ali: Moi Ali runs the Pink Anglia Company, a PR consultancy specialising in voluntary sector PR. Moi has written widely on marketing and PR, and is a guest lecturer on Napier University’s Journalism and Communications degree course.