ENGLISH

The Routledge Companion to Nonprofit Marketing

By Adrian Sargeant , Walter Wymer Jr.

Book information

Publisher
Routledge
Year
2007
ISBN
0415417279, 9780415417273, 9780203936023
LCC
HF5415 .R643 2007
Google Books ID
knqTr-JitDAC
Language
english
Format
PDF
Filesize
3 MB (3503523 bytes)
Series
Routledge Companions in Business, Management and Accounting
Edition
1
Pages
448\499
Topic
Business Marketing
Orientation
yes
Scanned
no
Time added
2011-06-04 13:46:07

Description

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 section reviews the history of ideas in nonprofit marketing and examines those fundamental marketing principles of special relevance to nonprofit organizations. The book then explores in-depth the latest thinking in each of the most important nonprofit arenas, including: * voluntary sector marketing * fundraising * arts marketing * education marketing * political marketing * social marketing * volunteer recruitment, management and retention * public sector marketing and e-government. Containing real-world examples and case study material throughout, The Routledge Companion to Nonprofit Marketing makes an important contribution to our understanding of marketing theory and practice in the nonprofit sector. It is an essential reference for all students, researchers and practitioners working in nonprofit marketing, fundraising or philanthropy.

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