The Routledge Companion to Nonprofit Marketing (Routledge Companions in Marketing, Advertising and Communication)

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. 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 "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 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; fund raising; arts marketing; education marketing; political marketing; social marketing; volunteer recruitment, management and retention; and public sector marketing and e-government."--Jacket Edited By Adrian Sargeant And Walter Wymer, Jr.