Nonprofit marketing

Summary

As early as the sixties, academics began to question the borders and boundaries of marketing. A new wave of thinking born from social influences entreated them to liberate the marketing concept from the confines of the commercial profit motive. Despite several shifts in focus for nonprofit marketing, topics that have continued to receive particular attention include the attraction of resources (including fundraising and volunteer recruitment), issues surrounding image and reputation, the use of marketing to promote behavioural change and the evolving relationship between principles and practices of marketing and the arts.

This major work addresses both the historical and conceptual development of the field as well as the new concepts and challenges it faces in the new millennium. This collection of articles and book chapters will equip academics and practitioners to participtate in and steer the key and contemporary debates. Volume I: The Evolution of Nonprofit Marketing provides a historical overview of both the conceptual and practical development of the field. Volume II: Nonprofit Marketing Applications sets out a thorough synopsis of the practical and managerial development of the field to examine the scope and nature of applications while Volume III: Key Debates and Contemporary Issues in Nonprofit Marketing offers a critical perspective on current challenges and debates.