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The Routledge Companion to Nonprofit Marketing

Edited by: Adrian Sargeant , Walter Wymer

Print publication date:  November  2007
Online publication date:  November  2007

Print ISBN: 9780415417273
eBook ISBN: 9780203936023
Adobe ISBN: 9781134114917

10.4324/9780203936023
 Cite  Marc Record

Book description

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.

Table of contents

Prelims Download PDF
Chapter  1:  Introduction: the growth of a discipline Download PDF
Chapter  2:  Operationalizing the marketing concept Download PDF
Chapter  3:  Relationship marketing and the not-for-profit sector Download PDF
Chapter  4:  The dynamics and implications of relationship quality in the charity–donor dyad Download PDF
Chapter  5:  The branding of charities Download PDF
Chapter  6:  Marketing strategies and portfolio analyses Download PDF
Chapter  7:  Marketing and religion Download PDF
Chapter  8:  Individual giving behaviour Download PDF
Chapter  9:  Corporate philanthropy Download PDF
Chapter  10:  Why the wealthy give Download PDF
Chapter  11:  Issue and trends in foundation fundraising Download PDF
Chapter  12:  e-Philanthropy Download PDF
Chapter  13:  Social entrepreneurship Download PDF
Chapter  14:  Implications of government funding and support for marketing programmes of nonprofit performing-arts organizations Download PDF
Chapter  15:  Relationship marketing in the arts Download PDF
Chapter  16:  Applying the marketing concept in higher education Download PDF
Chapter  17:  Decision-making within higher education Download PDF
Chapter  18:  The promise of marketing in higher education Download PDF
Chapter  19:  Marketing politics … saving democracy? Download PDF
Chapter  20:  Comprehensive political marketing Download PDF
Chapter  21:  Critical issues in social marketing Download PDF
Chapter  22:  Marketing AIDS prevention Download PDF
Chapter  23:  Volunteer recruiting, retention and development Download PDF
Chapter  24:  Implications of sexual dimorphism on volunteer recruitment and retention Download PDF
Chapter  25:  Improving service quality in the new public sector Download PDF
Chapter  26:  Marketing communication of public policy intentions Download PDF
Index Download PDF
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