Social Marketing – Successful Marketing Concepts for non-profit Organizations
There is a great need to catch up in the marketing of social organizations, say the authors. One wonders however, why there was the need for another marketing guide-book, because apart from a few exceptions, there is nothing in this book which one could not find in any other marketing book. The simplest basics are explained in a rather theoretic fashion („The public is the total of all possible participating persons with no limitation to the number or to any other aspect.”) – much academic knowledge, which has never been applied to the practice. Only the case-study on the new Caritas Foundation, which gives the title its raison-d’être, could give other social organizations some good ideas. As so often when the authors are working in an academic environment, there are many passive statements and nominal constructions. Despite these shortcomings we think that this book can be recommended to employees of social organizations who wish to acquire basic knowledge in marketing, especially due to the case study specific to this sector.
Prof. Dr. Klaus Koziol is the head of the main office for media and public relations of the Diocese Rottenburg-Stuttgart and is active in the management as counselor of the Diocesan Curia. He is the initiator and founder of the Institute of Social Marketing in Stuttgart and holds the first endowed professorship in Social Marketing at the Catholic University of Social Sciences in Freiburg/Br. Publications (selected): „Leben unter Vorbehalt? Mensch, Gesellschaft, Netzkommunikation, München 2001“, „Die Tyrannei der mediengerechten Lösung. Zur Weltaneignung durch Massenmedien, München 2000“, „Vom Prinzip Öffentlichkeit zur Logik der Marke. Zu den Mutationen des Politischen im Markenzeitalter“ (in preparation).
Steffen Heil Dipl. Business Administration, Marketing Director Institute of Social Marketing, Stuttgart.
Katrin Albrecht is an employee at the Insitute for Social Marketing, Stuttgart.