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Nonprofit Marketing

Nonprofit Marketing

Three Volume Set
Edited by:

May 2008 | 1 248 pages | SAGE Publications Ltd
As early as the sixties, academics began to question the borders and boundaries of marketing. A new wave of thinking born from social influences entreated them to liberate the marketing concept from the confines of the commercial profit motive. Despite several shifts in focus for nonprofit marketing, topics that have continued to receive particular attention include the attraction of resources (including fundraising and volunteer recruitment), issues surrounding image and reputation, the use of marketing to promote behavioural change and the evolving relationship between principles and practices of marketing and the arts.

This major work addresses both the historical and conceptual development of the field as well as the new concepts and challenges it faces in the new millennium. This collection of articles and book chapters will equip academics and practitioners to participtate in and steer the key and contemporary debates. Volume I: The Evolution of Nonprofit Marketing provides a historical overview of both the conceptual and practical development of the field. Volume II: Nonprofit Marketing Applications sets out a thorough synopsis of the practical and managerial development of the field to examine the scope and nature of applications while Volume III: Key Debates and Contemporary Issues in Nonprofit Marketing offers a critical perspective on current challenges and debates.

Volume One: The Evolution of Nonprofit Marketing
Part 1: The Broadening of the Marketing Domain
Broadening the Concept of Marketing  
Broadening the Concept of Marketing - Too Far Kotler, P. and Levy, S.J.
Marketing in Nonprofit Organizations Luck, D.J.
The Marketing of Non-profit Making Organizations: A Preliminary Report Shapiro, B.P.
The Social Disorder of the Broadened Concept of Marketing Ford, D
Toward a Broader Concept of Marketing's Role in Social Order Laczinak, G.R. and Michie, D.A.
The Nonprofit Mission and its Financing: Growing Links Between Nonprofits and the Rest of the Economy Kotler, P and Levy, S.J.
Weisbrod, B.A.
Part 2: Rethinking Core Concepts
A Generic Concept of Marketing  
Marketing as Exchange Kotler, P.
Exchange: A Conceptualization Bagozzi, R.P.
Intersector Transfer of Marketing Knowledge Shaw, E.H. and Dixon, D.F.
Nonprofit Marketing: The Key to Marketing's 'Mid-Life Crisis? Andreasen, A.R.
The Relationship Between Resource Dependence and Market Orientation: The Specific Case of Non-profit Organizations Clarke, P. and Mount, P.
Macedo, I.M. and Pinho, J.C.
Part 3: Developments in Practice
Marketing Mix Decision Rules for Nonprofit Organizations  
Marketing Planning in the Public and Non-profit Sectors Weinberg, C.
Do Not-For-Profits Value Their Customers and Their Needs? Cousins, L.
Operationalising the Marketing Concept in the Nonprofit Sector Bruce, I.
Relationship Marketing in the Not-For-Profit Sector: An Extension and Application of the Commitment-Trust Theory Sargeant, A., Foreman, S. and Liao, M-N.
Market Orientations in the Nonprofit and Voluntary Sector: A Meta-analysis of their Relationships with Organizational Performance MacMillan, K., Money, K. and Downing, S.
Shoham, A., Ruvio, A., Vigoda-Gadot, E. and Schwabsky, N.
Volume Two: Nonprofit Marketing: Sectoral Applications
Part 4: Social Marketing
Social Marketing: An Approach to Planned Social Change  
Social Marketing: What Makes it Different? Kotler, P. and Zaltman, G.
Identification and Classification of Problems Associated With Evaluating Social Marketing Efforts Webster, F.E.
Social Marketing: Its Definition and Domain Hensel, P.J. and Dubinsky, A.J.
What is and What is Not Social Marketing: The Challenge of Reviewing the Evidence Andreasen, A.R.
McDermott, L., Stead, M. and Hastings, G.
Part 5: Public Sector Marketing
Public Services - To Charge or Not to Charge  
Serving Public Needs Through Nonprofit Organizations: Alternatives to Government Intervention Compton, J.L.
Public Policy Marketing: Marketing Exchange in the Public Sector Hochban, J.
Marketing in the Public Sector: Towards a Typology of Public Services Buurma, H.
Restoring Public Legitimacy to the Nonprofit Sector: A Survey Experiment Using Descriptions of Nonprofit Ownership Laing, A.
Schlesinger, M., Mitchell, S. and Gray, B.H.
Part 6: Arts Marketing
Marketing the Fine and Performing Arts What Has Marketing Done for the Arts Lately?  
Crisis in the Arts: The Marketing Response Thomas, E.G. and Cutler, B.D.
Applying the Marketing Concept to Cultural Organisations: An Empirical Study of the Relationship between Market Orientation and Performance Scheff, J. and Kotler, P.
Entrepreneurship and Leadership in Marketing the Arts Gainer, B. and Padanyi, P.
Colbert, F.
Part 7: Political Marketing
The Marketing of Political Candidates  
Marketing the Political Product Shama, A.
Political Marketing: Structure and Process Reid, D.M.
Political Marketing - Vive La Difference! Butler, P. and Collins, N.
Theory and Concept Development in Political Marketing Lock, A. and Harris, P.
Henneberg, S.C. and O'Shaughnessy, N.
Part 8: Charity Marketing
Charitable Giving by Individuals: A Study of Attitudes and Practice  
Marketing Orientation Among Small to Medium Sized UK Charitable Organizations: Implications for Fund-raising Performance Radley, A. and Kennedy, M.
Brand Orientation in the Charity Sector: A Framework for Discussion and Research Bennett, R.
Charity Retail: Past, Present and Future Hankinson, P.
Parsons, E.
Volume III: Key Debates and Contemporary Issues in Nonprofit Marketing
Part 9: International Dimensions
A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India  
Social Marketing: An Approach to Third-World Development Dholakia, R.R.
Global Civil Society: Dimensions of the Nonprofit Sector Duhaime, C.P., McTavish, R., and Ross, C.A.
Marketing and Non-profit Organizations in the Czech Republic Salamon, L.M. and Wojciech, S.S.
Bulla, M. and Starr-Glass, D.
Part 10: Developing Corporate - Nonprofit Relations
Cause Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy  
The Historical Development of Business Philanthropy: Social Responsibility in the New Corporate Economy Varadarajan, P.R. and Menon, A.
Nonprofit and For-profit Partnerships: Rationale and Challenges of Cross-Sector Contracting Marinetto, M.
Can the Overcommericalization of Cause-Related Marketing Harm Society O'Regan, K.M. and Oster, S.M.
Corporate Social Responsibility and Cause Related Marketing: An Overview Polonsky, M.J. and Wood, G.
The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits Bronn, P. and Vrioni, A.
Lichtenstein, D.R. Drumwright, M.E. and Braig, B.M.
Part 11: Nonprofit Marketing in the Network Economy
Information and Communications Technologies: Reshaping Voluntary Organizations?  
Strategic Internet and E-commerce Applications for Local Nonprofit Organizations Burt, E., and Taylor, J. A.
Reaching Beyond the Family: New Nongovernmental Organization Alliances for Global Poverty Alleviation and Emergency Response Gomes, R. and Knowles, P.A.
The Changing Role of Nonprofits in the Network Economy Lindenberg, M.
The Impact of NGO Network Conflict on the Corporate Social Responsibility Strategies of Multinational Corporations Te'eni, D. and Young, D.R.
Schepers, D.H.
Part 12: Effecting Behavioural Change: Ethics and Debates
Social Marketing: Its Ethical Dimensions  
The Nonprofit Sector: Radical Potential? Laczinak, G.R. Lusch, R.F. and Murphy, P.E.
Cause-Related Marketing: Ethics and the Ecstatic Gunn, C.
Alliances and Ethics in Social Marketing Smith, W. and Higgins, M.
Ethical Challenges of Social Marketing Andreasen, A.R and Drumwright, M.E.
The Critical Contribution of Social Marketing: Theory and Application Brenkert, G.

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ISBN: 9781847873590