Nonprofit Marketing

Three-Volume Se
ISBN: 978-1-84787-359-0
Verlag: SAGE PUBN

Buch, Englisch, 1248 Seiten, Format (B × H): 167 mm x 234 mm, Gewicht: 2070 g

Reihe: Sage Library in Marketing

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.

Autoren/Hrsg.

Parsons, Elizabeth

Maclaran, Pauline

Tadajewski, Mark

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Volume One: The Evolution of Nonprofit Marketing

Introduction
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.

Part 2: Rethinking Core Concepts - Weisbrod, B.A.

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.
Part 3: Developments in Practice - Macedo, I.M. and Pinho, J.C.
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.
Volume Two: Nonprofit Marketing: Sectoral Applications - Shoham, A., Ruvio, A., Vigoda-Gadot, E. and Schwabsky, N.
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.
Part 5: Public Sector Marketing - McDermott, L., Stead, M. and Hastings, G.
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.
Part 6: Arts Marketing - Schlesinger, M., Mitchell, S. and Gray, B.H.
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.
Part 7: Political Marketing - Colbert, F.
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.
Part 8: Charity Marketing - Henneberg, S.C. and O'Shaughnessy, N.
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.
Volume III: Key Debates and Contemporary Issues in Nonprofit Marketing - Parsons, E.
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.
Part 10: Developing Corporate - Nonprofit Relations - Bulla, M. and Starr-Glass, D.
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.
Part 11: Nonprofit Marketing in the Network Economy - Lichtenstein, D.R. Drumwright, M.E. and Braig, B.M.
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.
Part 12: Effecting Behavioural Change: Ethics and Debates - Schepers, D.H.
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.

Über Autor(innen)

Tadajewski, Mark
I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.

Maclaran, Pauline
Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Member of the Chartered Institute of Marketing, the Academy ofMarketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research.
Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships. In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption. She has just finished co-editing a book entitled Consumption & Spirituality with Dr Diego Renallo, Bocconi University, Milan and Professor Linda Scott, Said Business School, University of Oxford. Currently she is working with Professor Cele Otnes, University of Illinois, on a book for California University Press entitled, Tiaras, Tea Towels and Tourism: Consuming the British Royal Family.