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; marketing;
fundraising; arts marketing; education marketing; political
marketing; social marketing; volunteer recruitment, management and
retention; and 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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