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
Part 1: Introduction 1. Growth of a Discipline (Adrian Sargeant and Walter Wymer) 2. Nonprofit Education: The Inclusion of Nonprofit Marketing into Traditional Marketing Curricula (Sandra Mottner) Part 2: Voluntary Sector Marketing 3. Operationalizing the Marketing Concept: Achieving A Market Orientation in the Voluntary Sector Context (Meina Liao and Paulette Padanyi) 4. Relationship Marketing in the not-for-profit sector: A Review and Re-Conceptualization (Kevin Money and Steve Downing) 5. Managing Relationship Quality: A New Perspective on Supporter-Care (Haseeb Shabbir) 6. Managing The Nonprofit Brand (Philippa Hankinsson) Part 3: Fundraising 7. Individual Giving Behaviour: A Multidisciplinary Review (Adrian Sargeant) 8. Corporate Philanthropy: Who Gives, Who Benefits and Why? (Kym Madden and Wendy Scaife) 9. Why The Wealthy Give (Francie Ostrower) 10. Creative Philanthropy: Key Issues and Trends in Foundation Support Diana Leat) 11. ePhilanthropy: Using the Internet to Build Support (Theodore R. Hart) 12. ePhilanthropy Foundation 13. Cause-Related Marketing: A Review and Research Agenda (Walter Wymer and Tonya Drollinger) 14. Social Entrepreneurship: A Review and Research Agenda (Gillian Mort and Jay Weerawardena) Part 4: Arts Marketing 15. The Artist and the Brand (Jonathon E. Schroeder) 16. Arts Audiences – A Perspective on Segmentation, Targeting and Positioning (Theresa B. Flaherty) 17. Relationship Marketing and Audience Retention (Ruth Rentschler) Part 5: Education Marketing 18. Public Education as an Emerging Market for Marketers (Kimball P. Marshall) 19. Information Search and Choice Behavior in Higher Education (Karen Fox) Part 6: Public Health and Healthcare Marketing 20. Healthcare Market Strategy (Stephen Hillestad) 21. Pharmaceutical Marketing and the American Health Care System (Walter Wymer) 22. Direct-to-Consumer Advertising of Prescription Medicines: Implications for Primary Healthcare Delivery (Janet Hoek) Part 7: Political Marketing 23. Political Marketing : A Review and Research Agenda (Stephen Henneberg) 24. The Product, Sales and Market-Oriented Party (Jennifer Lees-Marshment) Part 8: Social Marketing 25. Critical Issues in Social Marketing: A Review and Research Agenda (Gerard Hastings) 26. Social Marketing in Public Health (Sonya Grier and Carol A. Bryant) 27. Marketing Aids Prevention: An Application of Social Marketing (Michael Basil) Part 9: Volunteer Recruitment, Management and Retention 28. Recruiting Volunteers: Who Volunteers, Why and For What? (Walter Wymer) 29. Volunteer Retention and Development (Paul Govekar and Michele Govekar) Part 10: Public Sector Marketing and e-Government 30. Realizing the Promise of Electronic Government (Gerald Grant) 31. Understanding Service Quality in the New Public Sector (Christine Williams)
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