Charity Marketing (eBook, PDF)

Contemporary Issues, Research and Practice
Redaktion: Hyde, Fran; Mitchell, Sarah-Louise

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 234
• Erscheinungstermin: 19. Dezember 2021
• Englisch
• ISBN-13: 9781000514186
• Artikelnr.: 62903187

Autorenporträt

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.

Inhaltsangabe

Introducing charity marketing: contemporary issues, research and practice
Theoretical foundations for exploring charity marketing
Building powerful charity brands: an inside perspective
1 Charity marketing and corporate social responsibility
2 Nonprofit brand and managing nonprofit rebranding strategy
3 Marketing charities to attract volunteers: time for B2V
4 Don't ask, don't get: the ethics of fundraising
5 Spoilt for choice? Understanding how donors choose which charities to support
6 Fundraising across different causes
7 Contemporary perspectives on charity and nonprofit arts marketing: from creative economy towards a public realm
8 Digital marketing for charities: reflections from a collaborative project
9 Relationship marketing in charities: so much more than just 'tea and sympathy'
10 Ask not what marketing practice can do for NPOs
ask what NPOs can do for marketing practice
11 Stakeholders in the palliative and end of life care service ecosystem: a study of the hospice sector
12 Internal marketing and branding: nonprofit marketing starts from the inside