By Adrian Sargeant, Walter Wymer Jr
This well timed number of state-of-the-art articles deals an entire assessment of promoting within the nonprofit area. Written via a number one staff of overseas specialists, it examines the problems confronted via public and nonprofit businesses in advertising and elevating money, and offers a complete overview of the most recent research.
An introductory part reports the historical past of principles in nonprofit advertising and examines these primary advertising and marketing ideas of specific relevance to nonprofit enterprises. The publication then explores in-depth the most recent considering in all the most vital nonprofit arenas, including:
* voluntary zone marketing
* arts marketing
* schooling marketing
* political marketing
* social marketing
* volunteer recruitment, administration and retention
* public area advertising and e-government.
Containing real-world examples and case learn fabric all through, The Routledge significant other to Nonprofit Marketing makes a major contribution to our knowing of promoting idea and perform within the nonprofit zone. it truly is an important reference for all scholars, researchers and practitioners operating in nonprofit advertising, fundraising or philanthropy.
Read or Download The Routledge Companion to Nonprofit Marketing PDF
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Extra info for The Routledge Companion to Nonprofit Marketing
N. and Young, D. W. (1990) ‘Characteristics of nonprofit organizations’, in David L. Gies, J. Steven Ott and Jay M. Shafritz (eds) The Nonprofit Organization: Essential Readings, Pacific Grove, CA: Brooks/Cole Publishing Co. Bennett, R. (2005) ‘Competitive environment, market orientation and the use of relational approaches to the marketing of charity beneficiary services’, Journal of Services Marketing, 19(6/7):53–469. , Murray, V. and Wolpin, J. (1992) ‘Do nonprofit boards make a difference? An exploration of the relationships among board structure, process, and effectiveness’, Nonprofit and Voluntary Sector Quarterly, 21(autumn):227–49.
At the time of writing, operationalization of nonprofit performance remains ‘problematic’ (Shoham et al. 2006). For a recent meta-analysis of studies conducted to date on the relationship between market orientation and organizational performance in the nonprofit and voluntary sector, the authors found seventeen empirical studies, most of which identified a positive market orientation– performance link, albeit with ‘high deviation’ (Shoham et al. 2006). To explain this deviation, they identified three potential moderators of the market orientation–organizational performance link: location, market orientation operationalization and performance measure used.
C. ’, Journal of Marketing, 58(January):46–55. Tuckman, H. P. (1998) ‘Competition, commercialization, and the evolution of nonprofit organizational structures’, Journal of Policy Analysis and Management, 17(2):175–94. , Alvarez, L. I. and Santos, M. L. (2002) ‘Market orientation and social services in private nonprofit organizations’, European Journal of Marketing, 36(9/10):1022–46. Voss, G. B. and Voss, Z. G. (2000) ‘Strategic orientation and firm performance in an artistic environment’, Journal of Marketing, 64(January):67–83.