Charity Marketing
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"This is the most important new charity marketing publication for a decade. The content delivers a rigorous review of contemporary academic research and applies this directly to professional practice. A ‘must read’ book for any serious student of charity marketing and for charity marketing professionals everywhere who want to be at the forefront of effective practice ." Professor Stephen Lee, Bayes Business School
"Hyde and Mitchell's Charity Marketing: Contemporary Issues, Research and Practice is unique in offering relevant theoretical lenses and philosophical insights to the study of fundraising and marketing within the charitable sector." - Dr Rita Kottasz, Kingston University London
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Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and led to changes in regulation and governance. Les mer
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Across thirteen chapters it presents different perspectives and theoretical lenses to stimulate debate and inspire future research, building upon existing nonprofit management textbooks and offering academic rigour to complement the raft of practitioner 'How to' guides. The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM). Despite the recent theoretical development of 'strategy-as-practice' construct and special journal editions focusing on TPM, the charity sector has been largely absent from the debate, which is an oversight given the importance of the sector to the jobs, economy and social fabric of our country.
This book provides a bridge between the practice of contemporary non-profit organisations, charity marketing and recent academic insight into the challenges, culture and communication and exemplar case studies of nonprofit and charity brands. This edited volume will be of direct interest to scholars and researchers studying charities, public & nonprofit management, and marketing.
Detaljer
- Forlag
- Routledge
- Innbinding
- Paperback
- Språk
- Engelsk
- Sider
- 220
- ISBN
- 9780367680893
- Utgivelsesår
- 2021
- Format
- 23 x 16 cm
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"This is the most important new charity marketing publication for a decade. The content delivers a rigorous review of contemporary academic research and applies this directly to professional practice. A ‘must read’ book for any serious student of charity marketing and for charity marketing professionals everywhere who want to be at the forefront of effective practice ." Professor Stephen Lee, Bayes Business School
"Hyde and Mitchell's Charity Marketing: Contemporary Issues, Research and Practice is unique in offering relevant theoretical lenses and philosophical insights to the study of fundraising and marketing within the charitable sector." - Dr Rita Kottasz, Kingston University London
»
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"This is the most important new charity marketing publication for a decade. The content delivers a rigorous review of contemporary academic research and applies this directly to professional practice. A ‘must read’ book for any serious student of charity marketing and for charity marketing professionals everywhere who want to be at the forefront of effective practice ." Professor Stephen Lee, Bayes Business School
"Hyde and Mitchell's Charity Marketing: Contemporary Issues, Research and Practice is unique in offering relevant theoretical lenses and philosophical insights to the study of fundraising and marketing within the charitable sector." - Dr Rita Kottasz, Kingston University London
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