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The Routledge companion to nonprofit marketing

Author: Adrian Sargeant; Walter W Wymer
Publisher: London ; New York : Routledge, 2008.
Series: Routledge companions.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"This collection of articles offers a complete overview of marketing in the nonprofit sector. Written by a team of international experts, 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." "An introductory section reviews the history of ideas in nonprofit marketing and examines those fundamental  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Adrian Sargeant; Walter W Wymer
ISBN: 0415417279 9780415417273 0203936027 9780203936023
OCLC Number: 123912699
Description: xiv, 432 pages : illustrations ; 26 cm.
Contents: Introduction: The growth of a discipline / Adrian Sargeant and Walter Wymer --
Operationalizing the marketing concept : achieving a market orientation in the nonprofit context / Paulette Padanyi --
Relationship marketing and the not-for-profit sector : an extension and application of the commitment-trust theory / Kevin Money [and others] --
The dynamics and implications of relationship quality in the charity-donor dyad / Haseeb A. Shabbir, Dayananda Palihawadana and Des Thwaites --
The branding of charities / Jane Hudson --
Marketing strategies and portfolio analyses / Kersti Krug and Charles B. Weinberg --
Marketing and religion / Sandra Mottner --
Individual giving behaviour : a multidisciplinary review / Adrian Sargeant and Lacy Woodliffe --
Corporate philanthropy : who gives and why? / Kym Madden and Wendy Scaife --
Why the wealthy give : factors which mobilize philanthropy among high-net-worth individuals / Paul G. Schervish --
Issues and trends in foundation fundraising / Diana Leat --
E-philanthropy : leveraging technology to benefit charities and donors / Ted Hart --
Social entrepreneurship : advancing research and maintaining relevance / Gillian Mort and Jay Weerawardena --
Implications of government funding and support for marketing programmes of nonprofit performing arts organizations / John B. Ford and Theresa A. Kirchner --
Relationship marketing in the arts : the new evoked authenticity / Ruth Rentschler and Jennifer Radbourne --
Applying the marketing concept in higher education : a stakeholder approach / Mei-Na Liao --
Decision-making within higher education / Yvonne Moogan --
The promise of marketing in higher education : where we have been, where we are, and where we are going / Charles S. Madden --
Marketing politics--saving democracy? / Jenny Lloyd --
Comprehensive political marketing : global political parties, strategy and behaviour / Jennifer Lees-Marshment --
Critical issues in social marketing : a review and research agenda / Ross Gordon, Laura McDermott, and Gerard Hastings --
Marketing AIDS prevention : an application of social marketing / Michael Basil --
Volunteer recruiting, retention, and development / Paul Govekar and Michelle Govekar --
Implications of sexual dimorphism on volunteer recruitment and retention / Walter Wymer --
Improving service quality in the new public sector / Christine S. Williams and Mark N.K. Saunders --
Marketing communication of public policy intentions / Dave Gelders.
Series Title: Routledge companions.
Responsibility: edited by Adrian Sargeant and Walter Wymer.
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Abstract:

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  Read more...

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`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 Read more...

 
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