Broschiertes Buch

Charity Marketing

Contemporary Issues, Research and Practice

Herausgeber: Hyde, Fran; Mitchell, Sarah-Louise

Beschreibung

This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

Autor

Fran Hyde is Deputy Dean of Suffolk Business School, University of Suffolk, UK. She was previously a marketing practitioner before moving into marketing lecturing. Her interest in nonprofit marketing began during a presentation to a group of students by the marketing director of a hospice who highlighted the challenges of marketing a hospice. Seeing first-hand the disconnect between how marketing theory can be taught and how this translates into practice, this encounter is what began her examination and interest in nonprofit marketing practice. Sarah-Louise Mitchell is Senior Lecturer in Marketing at Oxford Brookes University, UK. She holds a PhD from Henley Business School and an MBA from London Business School. Her primary area of research focuses on providing academic insight for the nonprofit sector, particularly understanding the role of brand for nonprofit organisations through mapping stakeholder decision-making behaviour, decoding nonprofit brand storytelling and exploring charity brand touchpoints. Previously, she worked extensively for consumer goods, food retail and nonprofit organisations, in senior roles including strategic marketing, category insight and new product development.

Produktdetails

• Routledge Studies in Marketing
• Verlag: Taylor & Francis Ltd
• Seitenzahl: 236
• Erscheinungstermin: 20. Dezember 2021
• Englisch
• Abmessung: 234mm x 156mm x 13mm
• Gewicht: 364g
• ISBN-13: 9780367680893
• ISBN-10: 0367680890
• Artikelnr.: 62569628