The Routledge Companion to Nonprofit Marketing

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ISBN: 9780203936023 | 0203936027
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Copyright: 11/22/2007

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Written by a leading team of international experts, this is a timely collection of cutting edge articles. It offers a complete overview of marketing issues in the nonprofit sector, and a review of the latest research.

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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
ePhilanthropy Foundation
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 Behavior 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
Table of Contents provided by Publisher. All Rights Reserved.

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The Routledge Companion to Nonprofit Marketing

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Table of Contents

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FREE SHIPPING

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The Routledge Companion to Nonprofit Marketing

Summary

Table of Contents

Supplemental Materials

Digital License