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Adrian Sargeant, Walter Wymer Jr - Routledge Companion to Nonprofit Marketing, Häftad

Häftad, Engelska, 2018

Routledge Companion to Nonprofit Marketing

Av Adrian Sargeant, Walter Wymer Jr

Del i serien Routledge Companions in Marketing, Advertising and Communication

844 kr

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Beskrivning
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 marketingfundraisingarts marketingeducation marketingpolitical marketingsocial marketingvolunteer recruitment, management and retentionpublic 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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Adrian Sargeant is the Robert F Hartsook Professor of Fundraising at Indiana University. He is Editor of the International Journal of Nonprofit and Voluntary Sector Marketing . Walter Wymer is Associate Professor of Marketing at the University of Lethbridge. He is Editor of the Journal of Nonprofit and Public Sector Marketing .

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"This book, which contains an explanatory introduction by editors Sargeant (Indiana Univ.) and Wymer (Univ. of Lethbridge, Canada), includes 25 chapters that focus on a broad range of topics pertaining to nonprofit marketing. Chapters are divided into major sections covering arts marketing, education marketing, political marketing, social marketing, fund-raising, volunatry sector marketing, colunteer recruitment, management and retention, and public sector marketing. Contributors include scholars from colleges and universities worldwide. ... Each chapter includes a helpful list of references." -- CHOICE August 2008 Vol. 45 (E. Applegate, Middle Tennessee State University)

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