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The Routledge Companion to Nonprofit Marketing (Hardcover)

by Adrian Sargeant (Editor), Walter Wymer Jr (Editor)

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Product details

Hardcover: 434 pages
Publisher: Routledge; 1 edition (31 Dec 2007)
Language English
ISBN-10: 0415417279
ISBN-13: 978-0415417273
Product Dimensions: 24.8 x 17.6 x 3 cm
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Amazon.co.uk Sales Rank: 1,321,056 in Books (See Bestsellers in Books)

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Product Description

Product Description

Written by a leading team of international experts, this is a timely collection of cutting edge articles. It offers a complete overview of marketing issues in the nonprofit sector, and a review of the latest research.

From the Back Cover

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, the book 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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Front Cover | Copyright | Table of Contents | Excerpt | Index

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