Arts, heritage, non-profit and social marketing today comprise key components of the contemporary marketing management scene. Governments, charities and voluntary sector organisations throughout the world are increasingly involved in the development of marketing campaigns, and more and more of these organisations are likely to be at the cutting edge of the application of the very latest marketing methods. Research in the arts, heritage, non-profit and social marketing fields is intellectually rigorous, relevant for user communities, and has a great deal to offer to marketing theory as well as to promotional practice.
This book presents a collection of stimulating articles that report some of the freshest and most innovative research and thinking in the authors’ specialist domains. Collectively the chapters offer a balance of empirical and conceptual research in arts, heritage, non-profit and social marketing. They explore new ideas, challenge pre-existing orthodoxies, develop knowledge, and demonstrate the epistemological importance of current research in these critical areas.
This book was originally published as a special issue of the Journal of Marketing Management.
1. Introduction Roger Bennett, Finola Kerrigan and Daragh O’Reilly
2. ‘Don’t forget to say thank you’: The effect of an acknowledgement on donor relationships Altaf Merchant, John B. Ford and Adrian Sargeant
3. The emotional dimension of organisational work when cultural sponsorship relationships are dissolved Annmarie Ryan and Keith Blois
4. Persuading young consumers to make healthy nutritional decisions Ross Brennan, Stephan Dahl and Lynne Eagle
5. Dangling conversations: Web-forum use by a symphony orchestra’s audience members Terry O’Sullivan
6. The symbolic consumption of music Gretchen Larsen, Rob Lawson and Sarah Todd
7. A journey to the authentic: Museum visitors and their negotiation of the inauthentic Anne-Marie Hede and Maree Thyne
8. ‘Where do you want to go today?’ An analysis of family group decisions to visit museums Kai-Lin Wu, Kirsten Holmes and John Tribe
9. Involvement, Tate, and me Alix Slater and Kate Armstrong
10. Discovering ‘Experience-ables’: Socially including visually impaired people in art museums Dirk vom Lehn