The Routledge Companion to Nonprofit Marketing

ISBN-13: 9780415417273 / Angielski / Twarda / 2007 / 434 str.

Adrian Sargeant

Opis

Includes articles which offer an overview of marketing in the nonprofit sector. This book reviews the history of ideas in nonprofit marketing and examines those fundamental marketing principles of special relevance to nonprofit organizations. It also explores the thinking in each of the important nonprofit arenas.

Spis treści

 Introduction.  Growth of a Discipline.  Nonprofit Education: The Inclusion of Nonprofit Marketing into Traditional Marketing Curricula.  Voluntary Sector Marketing.  Operationalizing the Marketing Concept: Achieving a Market Orientation in the Voluntary Sector Context.  Relationship Marketing in the Not-for-Profit Sector: A Review and Re-Conceptualization.  Managing Relationship Quality: A New Perspective on Supporter-Care.  Managing the Nonprofit Brand.  Fundraising.  Individual Giving Behaviour: A Multidisciplinary Review.  Corporate Philanthropy: Who Gives, Who Benefits and Why?  Why the Wealthy Give.  Creative Philanthropy: Key Issues and Trends in Foundation Support.  ePhilanthropy: Using the Internet to Build Support.  Cause-Related Marketing: A Review and Research Agenda.  Social Entrepreneurship: A Review and Research Agenda.  Arts Marketing.  The Artist and the Brand.  Arts Audiences: A Perspective on Segmentation, Targeting and Positioning.  Relationship Marketing and Audience Retention.  Education Marketing.  Public Education as an Emerging Market for Marketers.  Information Search and Choice Behaviour in Higher Education.  Public Health and Healthcare Marketing.  Healthcare Market Strategy.  Pharmaceutical Marketing and the American Health Care System.  Direct-to-Consumer Advertising of Prescription Medicines: Implications for Primary Healthcare Delivery.  Political Marketing.  Political Marketing: A Review and Research Agenda.  The Product, Sales and Market-Oriented Party.  Social Marketing.  Critical Issues in Social Marketing: A Review and Research Agenda.  Social Marketing in Public Health.  Marketing Aids Prevention: An Application of Social Marketing.  Volunteer Recruitment, Management and Retention.  Recruiting Volunteers: Who Volunteers, Why and for What?  Volunteer Retention and Development.  Public Sector Marketing and E-government.  Realizing the Promise of Electronic Government.  Understanding Service Quality in the New Public Sector