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Routledge Companion to Nonprofit Marketing

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adrian
advanced nonprofit marketing research
arts
Arts Organizations
audience segmentation methods
Category=KJS
donor behaviour analysis
electronic fundraising techniques
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Integrated Marketing
Interfunctional Coordination
interventions
Market Orientation
Market Orientation Construct
Market Oriented Culture
Marketing Concept
MOPs
Nonprofit
Nonprofit Contexts
Nonprofit Marketing
Nonprofit Organizations
Np Brand
Np Sector
organizations
orientation
performing
philanthropic strategy
Policy Issues
Political Marketing
Political Parties
public
Relationship Marketing
Relationship Quality Construct
Relationship Quality Evaluation
sargeant
sector
social
Social Entrepreneurship
Social Marketing
Social Marketing Approach
Social Marketing Interventions
supporter engagement tactics
Vice Versa
voluntary sector management

Product details

  • ISBN 9780415417273
  • Weight: 922g
  • Dimensions: 174 x 246mm
  • Publication Date: 22 Nov 2007
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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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.
About

Adrian Sargeant is the Robert F Hartsook Professor of Fundraising at Indiana University. He is Editor of the International Journal of Nonprofit and Voluntary Sector Marketing.

Walter Wymer is Associate Professor of Marketing at the University of Lethbridge. He is Editor of the Journal of Nonprofit and Public Sector Marketing.