ABSTRACT
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 sectio
TABLE OF CONTENTS
chapter |9 pages
Introduction: the growth of a discipline
part |2 pages
Part 1: Voluntary sector marketing
chapter |11 pages
The branding of charities
chapter |16 pages
Marketing strategies and portfolio analyses
chapter |18 pages
Marketing and religion
part |2 pages
Part 2: Fundraising
chapter |35 pages
Individual giving behaviour: A multidisciplinary review
chapter |21 pages
Corporate philanthropy: Who gives and why?
chapter |15 pages
Issue and trends in foundation fundraising
part |2 pages
Part 3: Arts marketing
part |2 pages
Part 4: Education marketing
part |2 pages
Part 5: Political marketing
chapter |19 pages
Marketing politics … saving democracy?
part |2 pages
Part 6: Social marketing
chapter |16 pages
Critical issues in social marketing: A review and research agenda
chapter |13 pages
Marketing AIDS prevention: An application of social marketing
part |2 pages
Part 7: Volunteer recruitment, management and retention
chapter |13 pages
Volunteer recruiting, retention and development
part |2 pages
Part 8: Public sector marketing