The Routledge Companion to Nonprofit Marketing Book

Part 1: Introduction 1. Growth of a Discipline (Adrian Sargeant and Walter Wymer) 2. Nonprofit Education: The Inclusion of Nonprofit Marketing into Traditional Marketing Curricula (Sandra Mottner) Part 2: Voluntary Sector Marketing 3. Operationalizing the Marketing Concept: Achieving A Market Orientation in the Voluntary Sector Context (Meina Liao and Paulette Padanyi) 4. Relationship Marketing in the not-for-profit sector: A Review and Re-Conceptualization (Kevin Money and Steve Downing) 5. Managing Relationship Quality: A New Perspective on Supporter-Care (Haseeb Shabbir) 6. Managing The Nonprofit Brand (Philippa Hankinsson) Part 3: Fundraising 7. Individual Giving Behaviour: A Multidisciplinary Review (Adrian Sargeant) 8. Corporate Philanthropy: Who Gives, Who Benefits and Why? (Kym Madden and Wendy Scaife) 9. Why The Wealthy Give (Francie Ostrower) 10. Creative Philanthropy: Key Issues and Trends in Foundation Support Diana Leat) 11. ePhilanthropy: Using the Internet to Build Support (Theodore R. Hart) 12. ePhilanthropy Foundation 13. Cause-Related Marketing: A Review and Research Agenda (Walter Wymer and Tonya Drollinger) 14. Social Entrepreneurship: A Review and Research Agenda (Gillian Mort and Jay Weerawardena) Part 4: Arts Marketing 15. The Artist and the Brand (Jonathon E. Schroeder) 16. Arts Audiences – A Perspective on Segmentation, Targeting and Positioning (Theresa B. Flaherty) 17. Relationship Marketing and Audience Retention (Ruth Rentschler) Part 5: Education Marketing 18. Public Education as an Emerging Market for Marketers (Kimball P. Marshall) 19. Information Search and Choice Behavior in Higher Education (Karen Fox) Part 6: Public Health and Healthcare Marketing 20. Healthcare Market Strategy (Stephen Hillestad) 21. Pharmaceutical Marketing and the American Health Care System (Walter Wymer) 22. Direct-to-Consumer Advertising of Prescription Medicines: Implications for Primary Healthcare Delivery (Janet Hoek) Part 7: Political Marketing 23. Political Marketing : A Review and Research Agenda (Stephen Henneberg) 24. The Product, Sales and Market-Oriented Party (Jennifer Lees-Marshment) Part 8: Social Marketing 25. Critical Issues in Social Marketing: A Review and Research Agenda (Gerard Hastings) 26. Social Marketing in Public Health (Sonya Grier and Carol A. Bryant) 27. Marketing Aids Prevention: An Application of Social Marketing (Michael Basil) Part 9: Volunteer Recruitment, Management and Retention 28. Recruiting Volunteers: Who Volunteers, Why and For What? (Walter Wymer) 29. Volunteer Retention and Development (Paul Govekar and Michele Govekar) Part 10: Public Sector Marketing and e-Government 30. Realizing the Promise of Electronic Government (Gerald Grant) 31. Understanding Service Quality in the New Public Sector (Christine Williams)