The not-for-profit world is huge and continues to grow. The Charity Commission in Britain registers up to 50 new organisations each month. This study aims to investigate the extent to which charity organisations utilise Relationship Marketing (RM) to enhance, develop and maintain successful relational exchanges with their publics, across a small and large charity. The book examines the issues faced by public and nonprofit organizations in marketing and raising funds, and provides a comprehensive review of the latest research. The book then explores in-depth the latest thinking in...