The Routledge companion to nonprofit marketing:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2008
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Routledge companions
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| ISBN: | 9780415417273 9780203936023 |
Internformat
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| 245 | 1 | 0 | |a The Routledge companion to nonprofit marketing |c ed. by Adrian Sargeant ... |
| 246 | 1 | 3 | |a Companion to nonprofit marketing |
| 250 | |a 1. publ. | ||
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Datensatz im Suchindex
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| adam_text | Contents
List of figures and tables viii
List of contributors x
Introduction: the growth of a discipline
Adrian Sargeant and Walter Wymer
Part 1: Voluntary sector marketing 9
1 Operationalizing the marketing concept: achieving market orientation in the
nonprofit context 1 1
Paillette Padanyi
2 Relationship marketing and the not for profit sector: an extension and application
of the commitment—trust theory 28
Kevin Money, Arthur Money, Steve Downing and Carola Hillenbrand
3 The dynamics and implications of relationship quality in the charity donor dyad 49
Haseeb A. Shabbir, Dayananda Pahhawadana and Des Tluvaites
4 The branding of charities 65
Jane Hudson
5 Marketing strategies and portfolio analyses 75
Kersti Krug and Charles B. Weinberg
6 Marketing and religion 92
Sandra Mottner
CONTENTS
Part 2: Fundraising 109
7 Individual giving behaviour: a multidisciplinary review 111
Adrian Sargeant and Lucy Woodlijje
8 Corporate philanthropy: who gives and why? 145
Kytn Madden and Wendy Scaife
9 Why the wealthy give: factors which mobilize philanthropy among
high net worth individuals 165
Paul G. Schervish
10 Issues and trends in foundation fundraising 182
Diana Leat
11 e Philanthropy: leveraging technology to benefit charities and donors 196
Ted Hart
12 Social entrepreneurship: advancing research and maintaining relevance 209
Gillian Mort and Jay Weerawardena
Part 3: Arts marketing 225
13 Implications of government funding and support for marketing programmes of
nonprofit performing arts organizations 227
John B. Ford and Theresa A. Kirchner
14 Relationship marketing in the arts: the new evoked authenticity 241
Ruth Rentschler and Jennifer Radbourne
Part 4: Education marketing 253
15 Applying the marketing concept in higher education: a stakeholder approach 255
Mei Na Liao
16 Decision making within higher education 267
Yvonne Moogan
17 The promise of marketing in higher education: where we have been,
where we are and where we are going 280
Charles S. Madden
Part 5: Political marketing 297
18 Marketing politics. . . saving democracy? 299
Jenny Lloyd
CONTENTS
19 Comprehensive political marketing: global political parties, strategy and behaviour 316
Jennifer Lees Marshtnent
Part 6: Social marketing 331
20 Critical issues in social marketing: a review and research agenda 333
Ross Gordon, Laura McDermott and Gerard Hastings
21 Marketing AIDS prevention: an application of social marketing 347
Michael Basil
Part 7: Volunteer recruitment, management and retention 359
22 Volunteer recruiting, retention and development 361
Paul Govekar and Michelle Govekar
23 Implications of sexual dimorphism on volunteer recruitment and retention 373
Walter Wymer
Part 8: Public sector marketing 387
24 Improving service quality in the new public sector 389
Christine S. Williams and Mark N. K. Sounders
25 Marketing communication of public policy intentions 403
Dave Gelders
Index 417
List of figures and tables
Figures
2.1 The Morgan and Hunt model of relationship marketing 30
2.2 A model of funder—NPO relationships 34
2.3 The research model of NFO—funder relationships 38
2.4 The fitted model of NPO funder relationships based on the results 42
3.1 Antecedents and consequences of donor perceived relationship quality 54
4.1 A model of brand 68
5.1 Three dimensional portfolio often programmes in a large museum 76
5.2 Relative bubble sizes of three sample museum programmes 79
5.3 Navigation points for assessing contribution to mission, resources and
performance 80
5.4 Management assessed contribution to mission of museum programmes 81
5.5 Management assessed contribution to quality of museum programmes 83
5.6 Management assessed contribution to resources of museum programmes 84
5.7 Management assessed contribution to three dimensions of museum
programmes 87
7.1 Giving behaviour model 112
8.1 The corporate giving continuum see saw 150
8.2 Pathways for research 159
11.1 Home page for Internet Prospector 205
13.1 The scope of nonprofit arts marketing, with emphasis on government support 228
13.2 Model for effective marketing for nonprofit performing arts organizations 234
14.1 How did the performance make them feel? 250
15.1 The societal orientation construct 260
16.1 Pre open day (stage 2) 274
16.2 Post open day (stage 3) 274
18.1 The composition and origination of the political product 305
18.2 Components of the political marketing mix 305
18.3 An amended model of political communication 307
viii
LIST OF FIGURES AND TABLES
18.4 A simple model of political marketing management process 311
19.1 Comprehensive political marketing: key principles 317
19.2 The political marketing process for a market oriented party 319
19.3 UK Labour s marketing in 1997 321
19.4 The political marketing process for a sales oriented party 322
24.1 Annotated extract from service template reflecting registered social landlord
development managers views on the provision of funding to develop social
housing 393
24.2 Extract from service template reflecting a housing corporation manager s view
on the provision of funding to develop social housing 396
25.1 Gap analysis model 409
Tables
2.1 Measures used in the case study 36
2.2 Correlation matrix of the construct measures 37
2.3 Reliability and convergent validity (AVE) report 39
2.4 The latent variable correlation matrix: discriminant validity 41
5.1 Summary of findings 89
6.1 Nonprofit orientations adapted for churches 95
6.2 Balanced Scoreboard adapted for churches 104
7.1 Empirical studies pertaining to mode of ask 114
7.2 Empirical studies pertaining to portrayal 118
7.3 Empirical studies pertaining to fit with self and perceived norms 120
7.4 Summary of empirical studies pertaining to judgemental criteria and past
experience 123
7.5 Summary of empirical studies pertaining to models/experiences 125
7.6 Summary of empirical studies pertaining to individual characteristics 128
7.7 Summary of empirical studies pertaining to motives 132
12.1 Summary of social entrepreneurship literature 213
14.1 Orchestral audience responses to experiential authenticity 248
14.2 Model of relationship marketing in arts organizations 251
16.1 Profile of the sample group (Project One) 271
16.2 First page of the questionnaire used 272
16.3 Aggregate average beta results 274
16.4 Aggregate average part worths for all attributes 275
16.5 Aggregate average utility values for all attributes 276
16.6 Aggregate average relative importance for all attributes (as percentages) 277
20.1 Andreasen s benchmark criteria 336
24.1 The Extended Service Template Process 392
24.2 Sample organizations 394
|
| adam_txt |
Contents
List of figures and tables viii
List of contributors x
Introduction: the growth of a discipline
Adrian Sargeant and Walter Wymer
Part 1: Voluntary sector marketing 9
1 Operationalizing the marketing concept: achieving market orientation in the
nonprofit context 1 1
Paillette Padanyi
2 Relationship marketing and the not for profit sector: an extension and application
of the commitment—trust theory 28
Kevin Money, Arthur Money, Steve Downing and Carola Hillenbrand
3 The dynamics and implications of relationship quality in the charity donor dyad 49
Haseeb A. Shabbir, Dayananda Pahhawadana and Des Tluvaites
4 The branding of charities 65
Jane Hudson
5 Marketing strategies and portfolio analyses 75
Kersti Krug and Charles B. Weinberg
6 Marketing and religion 92
Sandra Mottner
CONTENTS
Part 2: Fundraising 109
7 Individual giving behaviour: a multidisciplinary review 111
Adrian Sargeant and Lucy Woodlijje
8 Corporate philanthropy: who gives and why? 145
Kytn Madden and Wendy Scaife
9 Why the wealthy give: factors which mobilize philanthropy among
high net worth individuals 165
Paul G. Schervish
10 Issues and trends in foundation fundraising 182
Diana Leat
11 e Philanthropy: leveraging technology to benefit charities and donors 196
Ted Hart
12 Social entrepreneurship: advancing research and maintaining relevance 209
Gillian Mort and Jay Weerawardena
Part 3: Arts marketing 225
13 Implications of government funding and support for marketing programmes of
nonprofit performing arts organizations 227
John B. Ford and Theresa A. Kirchner
14 Relationship marketing in the arts: the new evoked authenticity 241
Ruth Rentschler and Jennifer Radbourne
Part 4: Education marketing 253
15 Applying the marketing concept in higher education: a stakeholder approach 255
Mei Na Liao
16 Decision making within higher education 267
Yvonne Moogan
17 The promise of marketing in higher education: where we have been,
where we are and where we are going 280
Charles S. Madden
Part 5: Political marketing 297
18 Marketing politics. . . saving democracy? 299
Jenny Lloyd
CONTENTS
19 Comprehensive political marketing: global political parties, strategy and behaviour 316
Jennifer Lees Marshtnent
Part 6: Social marketing 331
20 Critical issues in social marketing: a review and research agenda 333
Ross Gordon, Laura McDermott and Gerard Hastings
21 Marketing AIDS prevention: an application of social marketing 347
Michael Basil
Part 7: Volunteer recruitment, management and retention 359
22 Volunteer recruiting, retention and development 361
Paul Govekar and Michelle Govekar
23 Implications of sexual dimorphism on volunteer recruitment and retention 373
Walter Wymer
Part 8: Public sector marketing 387
24 Improving service quality in the new public sector 389
Christine S. Williams and Mark N. K. Sounders
25 Marketing communication of public policy intentions 403
Dave Gelders
Index 417
List of figures and tables
Figures
2.1 The Morgan and Hunt model of relationship marketing 30
2.2 A model of funder—NPO relationships 34
2.3 The research model of NFO—funder relationships 38
2.4 The fitted model of NPO funder relationships based on the results 42
3.1 Antecedents and consequences of donor perceived relationship quality 54
4.1 A model of brand 68
5.1 Three dimensional portfolio often programmes in a large museum 76
5.2 Relative bubble sizes of three sample museum programmes 79
5.3 Navigation points for assessing contribution to mission, resources and
performance 80
5.4 Management assessed contribution to mission of museum programmes 81
5.5 Management assessed contribution to quality of museum programmes 83
5.6 Management assessed contribution to resources of museum programmes 84
5.7 Management assessed contribution to three dimensions of museum
programmes 87
7.1 Giving behaviour model 112
8.1 The corporate giving continuum see saw 150
8.2 Pathways for research 159
11.1 Home page for Internet Prospector 205
13.1 The scope of nonprofit arts marketing, with emphasis on government support 228
13.2 Model for effective marketing for nonprofit performing arts organizations 234
14.1 How did the performance make them feel? 250
15.1 The societal orientation construct 260
16.1 Pre open day (stage 2) 274
16.2 Post open day (stage 3) 274
18.1 The composition and origination of the political product 305
18.2 Components of the political'marketing mix' 305
18.3 An amended model of political communication 307
viii
LIST OF FIGURES AND TABLES
18.4 A simple model of political marketing management process 311
19.1 Comprehensive political marketing: key principles 317
19.2 The political marketing process for a market oriented party 319
19.3 UK Labour's marketing in 1997 321
19.4 The political marketing process for a sales oriented party 322
24.1 Annotated extract from service template reflecting registered social landlord
development managers' views on the provision of funding to develop social
housing 393
24.2 Extract from service template reflecting a housing corporation manager's view
on the provision of funding to develop social housing 396
25.1 Gap analysis model 409
Tables
2.1 Measures used in the case study 36
2.2 Correlation matrix of the construct measures 37
2.3 Reliability and convergent validity (AVE) report 39
2.4 The latent variable correlation matrix: discriminant validity 41
5.1 Summary of findings 89
6.1 Nonprofit orientations adapted for churches 95
6.2 Balanced Scoreboard adapted for churches 104
7.1 Empirical studies pertaining to mode of ask 114
7.2 Empirical studies pertaining to portrayal 118
7.3 Empirical studies pertaining to fit with self and perceived norms 120
7.4 Summary of empirical studies pertaining to judgemental criteria and past
experience 123
7.5 Summary of empirical studies pertaining to models/experiences 125
7.6 Summary of empirical studies pertaining to individual characteristics 128
7.7 Summary of empirical studies pertaining to motives 132
12.1 Summary of social entrepreneurship literature 213
14.1 Orchestral audience responses to experiential authenticity 248
14.2 Model of relationship marketing in arts organizations 251
16.1 Profile of the sample group (Project One) 271
16.2 First page of the questionnaire used 272
16.3 Aggregate average beta results 274
16.4 Aggregate average part worths for all attributes 275
16.5 Aggregate average utility values for all attributes 276
16.6 Aggregate average relative importance for all attributes (as percentages) 277
20.1 Andreasen's benchmark criteria 336
24.1 The Extended Service Template Process 392
24.2 Sample organizations 394 |
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| spelling | The Routledge companion to nonprofit marketing ed. by Adrian Sargeant ... Companion to nonprofit marketing 1. publ. London [u.a.] Routledge 2008 txt rdacontent n rdamedia nc rdacarrier Routledge companions Marketingtheorie / Nonprofit-Marketing Sammelwerk / Collection of articles of several authors - 39 Soziomarketing (DE-588)4116549-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Soziomarketing (DE-588)4116549-4 s DE-188 Sargeant, Adrian Sonstige oth http://www.gbv.de/dms/zbw/538617705.pdf lizenzfrei Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015026193&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | The Routledge companion to nonprofit marketing |
| title_alt | Companion to nonprofit marketing |
| title_auth | The Routledge companion to nonprofit marketing |
| title_exact_search | The Routledge companion to nonprofit marketing |
| title_exact_search_txtP | The Routledge companion to nonprofit marketing |
| title_full | The Routledge companion to nonprofit marketing ed. by Adrian Sargeant ... |
| title_fullStr | The Routledge companion to nonprofit marketing ed. by Adrian Sargeant ... |
| title_full_unstemmed | The Routledge companion to nonprofit marketing ed. by Adrian Sargeant ... |
| title_short | The Routledge companion to nonprofit marketing |
| title_sort | the routledge companion to nonprofit marketing |
| topic | Marketingtheorie / Nonprofit-Marketing Sammelwerk / Collection of articles of several authors - 39 Soziomarketing (DE-588)4116549-4 gnd |
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