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Klappentext 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. Zusammenfassung Addresses both the historical and conceptual development of the field of nonprofit marketing. This book equips academics and practitioners to participate in and steer the key and contemporary debates. 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 E...
