| Description |
xiv, 432 pages : illustrations ; 26 cm. |
| Series |
Routledge companions
|
|
Routledge companions.
|
| Contents |
Introduction: Growth of a discipline / Adrian Sargeant and Walter Wymer -- Operationalizing the marketing concept : achieving a market orientation in the nonprofit context / Paulette Padanyi -- Relationship marketing and the not-for-profit sector : an extension and application of the commitment-trust theory / Kevin Money ... [et al.] -- Dynamics and implications of relationship quality in the charity-donor dyad / Haseeb A. Shabbir, Dayananda Palihawadana and Des Thwaites -- Branding of charities / Jane Hudson -- Marketing strategies and portfolio analyses / Kersti Krug and Charles B. Weinberg -- Marketing and religion / Sandra Mottner -- Individual giving behaviour : a multidisciplinary review / Adrian Sargeant and Lacy Woodliffe -- Corporate philanthropy : who gives and why? / Kym Madden and Wendy Scaife -- Why the wealthy give : factors which mobilize philanthropy among high-net-worth individuals / Paul G. Schervish -- Issues and trends in foundation fundraising / Diana Leat -- E-philanthropy : leveraging technology to benefit charities and donors / Ted Hart -- Social entrepreneurship : advancing research and maintaining relevance / Gillian Mort and Jay Weerawardena -- Implications of government funding and support for marketing programmes of nonprofit performing arts organizations / John B. Ford and Theresa A. Kirchner -- Relationship marketing in the arts : the new evoked authenticity / Ruth Rentschler and Jennifer Radbourne -- Applying the marketing concept in higher education : a stakeholder approach / Mei-Na Liao -- Decision-making within higher education / Yvonne Moogan -- Promise of marketing in higher education : where we have been, where we are, and where we are going / Charles S. Madden -- Marketing politics--saving democracy? / Jenny Lloyd -- Comprehensive political marketing : global political parties, strategy and behaviour / Jennifer Lees-Marshment -- Critical issues in social marketing : a review and research agenda / Ross Gordon, Laura McDermott, and Gerard Hastings -- Marketing AIDS prevention : an application of social marketing / Michael Basil -- Volunteer recruiting, retention, and development / Paul Govekar and Michelle Govekar -- Implications of sexual dimorphism on volunteer recruitment and retention / Walter Wymer -- Improving service quality in the new public sector / Christine S. Williams and Mark N.K. Saunders -- Marketing communication of public policy intentions / Dave Gelders. |
| Bibliography |
Includes bibliographical references and index. |
| Subject |
Nonprofit organizations -- Marketing.
|
|
Nonprofit organizations -- Marketing. |
| Added Author |
Sargeant, Adrian.
|
|
Wymer, Walter W.
|
| ISBN |
0415417279 hardback |
|
9780415417273 hardback |
|
0203936027 e-book |
|
9780203936023 e-book |
|
