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
- 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.
Table of Contents
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. 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 Behaviour 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
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.
‘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’
M. May Seitanidi, University of Hull, UK