Uniting Marketing Efforts for the Common Good¿A Challenge for the Fourth Sector
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The convergence of profit, public, nonprofit and social organizations constitutes an increasingly important reality that has been labeled the fourth sector. This movement brings together talents, resources, and skills from governmental and non-governmental partners, corporations, and civil society at large to leverage well-being responses and develop new approaches to address social challenges. The diversity and complexity of these problems heightened by the COVID-19 pandemic call for a collective social effort and innovative solutions. Despite the growing importance and initiatives taking…mehr

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Produktbeschreibung
The convergence of profit, public, nonprofit and social organizations constitutes an increasingly important reality that has been labeled the fourth sector. This movement brings together talents, resources, and skills from governmental and non-governmental partners, corporations, and civil society at large to leverage well-being responses and develop new approaches to address social challenges. The diversity and complexity of these problems heightened by the COVID-19 pandemic call for a collective social effort and innovative solutions. Despite the growing importance and initiatives taking ownership of community well-being through fostering partnerships in which different stakeholders share responsibilities to build a better future and common good, this is an under-researched area.

This edited book discusses the challenges and opportunities of the emerging fourth sector, and features selected papers from XXI International Congress on Public and Nonprofit Marketing (IAPNM 2022) held at the University of Minho in Braga (Portugal) in July 2022.
Autorenporträt
Ana Maria Soares is the Associate Professor of Marketing and Strategic Management at the School of Economics and Management at the University of Minho (Portugal). She is a member of the Scientific Committee of the Doctoral Program in Marketing and Strategy and in Business Administration. She has been researching different trends in consumer behavior, including the impact of virtual assistant technologies, voluntary simplicity and social networks. Beatriz Casais is an Assistant Professor at the School of Economics and Management at the University of Minho (Portugal). Her research interests focus on Public, Social and Nonprofit Marketing, Digital Marketing, e-Commerce and e-marketplaces, Advertising, Marketing Communications and Reputation Management, Place Branding and Public Diplomacy.