Charity Marketing - Contemporary Issues, Research and Practice (Paperback)

Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Across 12 chapters a diverse group of academics and deep-thinking practitioners present contrasting perspectives and the latest thinking on the challenges within the charity sector. The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM) presenting different perspectives and theoretical lenses to stimulate debate and future research. Charity Marketing provides a bridge between the practice of contemporary nonprofit organisations, charity marketing and recent academic insight into the charity sector. Using exemplar case studies of nonprofit and charity brands, this edited volume will be of direct interest to students, academics, marketing practitioners and researchers studying and working in charities, public and nonprofit management, and marketing.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Studies in Marketing
Release date:	December 2021
First published:	2022
Editors:	Fran Hyde • Sarah-Louise Mitchell
Dimensions:	234 x 156 x 21mm (L x W x T)
Format:	Paperback
Pages:	220
ISBN-13:	978-0-367-68089-3
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Ownership & organization of enterprises > Public ownership / nationalization Books > Business & Economics > Business & management > Ownership & organization of enterprises > Non-profitmaking organizations Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Business & management > Sales & marketing > Public relations
LSN:	0-367-68089-0
Barcode:	9780367680893

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