This timely collection of cutting-edge articles offers a complete overview of marketing in the nonprofit sector. Written by a leading team of international experts, it examines the issues faced by public and nonprofit organizations in marketing and raising funds, and provides a comprehensive review of the latest research.
An introductory section reviews the history of ideas in nonprofit marketing and examines those fundamental marketing principles of special relevance to nonprofit organizations. The book then explores in-depth the latest thinking in each of the most important nonprofit arenas, including:
* voluntary sector marketing
* fundraising
* arts marketing
* education marketing
* political marketing
* social marketing
* volunteer recruitment, management and retention
* public sector marketing and e-government.
Containing real-world examples and case study material throughout, The Routledge Companion to Nonprofit Marketing makes an important contribution to our understanding of marketing theory and practice in the nonprofit sector. It is an essential reference for all students, researchers and practitioners working in nonprofit marketing, fundraising or philanthropy.
Author(s): Adrian Sargeant, Walter Wymer Jr.
Series: Routledge Companions in Business, Management and Accounting
Edition: 1
Publisher: Routledge
Year: 2007
Language: English
Pages: 448
Book Cover......Page 1
Title......Page 4
Copyright......Page 5
Contents......Page 6
List of figures and tables......Page 9
List of contributors......Page 13
Introduction: the growth of a discipline......Page 19
Part 1: Voluntary sector marketing......Page 28
1 Operationalizing the marketing concept: Achieving market orientation in the nonprofit context......Page 30
2 Relationship marketing and the not-for-profit sector: An extension and application of the commitment–trust theory......Page 48
3 The dynamics and implications of relationship quality in the charity–donor dyad......Page 71
4 The branding of charities......Page 88
5 Marketing strategies and portfolio analyses......Page 99
6 Marketing and religion......Page 115
Part 2: Fundraising......Page 133
7 Individual giving behaviour: A multidisciplinary review......Page 135
8 Corporate philanthropy: Who gives and why?......Page 170
9 Why the wealthy give: Factors which mobilize philanthropy among high net-worth individuals......Page 191
10 Issue and trends in foundation fundraising......Page 209
11 e-Philanthropy: Leveraging technology to benefit charities and donors......Page 224
12 Social entrepreneurship: Advancing research and maintaining relevance......Page 238
Part 3: Arts marketing......Page 255
13 Implications of government funding and support for marketing programmes of nonprofit performing-arts organizations......Page 257
14 Relationship marketing in the arts: The new evoked authenticity......Page 272
Part 4: Education marketing......Page 286
15 Applying the marketing concept in higher education: A stakeholder approach......Page 288
16 Decision-making within higher education......Page 301
17 The promise of marketing in higher education: Where we have been, where we are and where we are going......Page 315
Part 5: Political marketing......Page 333
18 Marketing politics … saving democracy?......Page 335
19 Comprehensive political marketing: Global political parties, strategy and behaviour......Page 354
Part 6: Social marketing......Page 370
20 Critical issues in social marketing: A review and research agenda......Page 372
21 Marketing AIDS prevention: An application of social marketing......Page 388
Part 7: Volunteer recruitment, management and retention......Page 401
22 Volunteer recruiting, retention and development......Page 403
23 Implications of sexual dimorphism on volunteer recruitment and retention......Page 416
Part 8: Public sector marketing......Page 431
24 Improving service quality in the new public sector......Page 433
25 Marketing communication of public policy intentions......Page 448
Index......Page 463
