Charity Marketing: Contemporary Issues, Research and Practice de Fran Hyde

Charity Marketing: Contemporary Issues, Research and Practice: Routledge Studies in Marketing

Editat de Fran Hyde, Sarah-Louise Mitchell

en Limba Engleză Paperback – 20 dec 2021

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. However, the recent COVID-19 pandemic has illustrated how great the need is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Understanding, and making sense of, this turbulent landscape is vital for charities to survive. This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

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.

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Specificații

ISBN-13: 9780367680893
ISBN-10: 0367680890
Pagini: 234
Ilustrații: 10 Tables, black and white; 9 Line drawings, black and white; 1 Halftones, black and white; 10 Illustrations, black and white
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.34 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Studies in Marketing

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

Introducing charity marketing: contemporary issues, research and practice; Theoretical foundations for exploring charity marketing; Building powerful charity brands: an inside perspective; 1 Charity marketing and corporate social responsibility; 2 Nonprofit brand and managing nonprofit rebranding strategy; 3 Marketing charities to attract volunteers: time for B2V; 4 Don’t ask, don’t get: the ethics of fundraising; 5 Spoilt for choice? Understanding how donors choose which charities to support; 6 Fundraising across different causes; 7 Contemporary perspectives on charity and nonprofit arts marketing: from creative economy towards a public realm; 8 Digital marketing for charities: reflections from a collaborative project; 9 Relationship marketing in charities: so much more than just ‘tea and sympathy’; 10 Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice; 11 Stakeholders in the palliative and end of life care service ecosystem: a study of the hospice sector; 12 Internal marketing and branding: nonprofit marketing starts from the inside

Notă biografică

Fran Hyde is Deputy Dean of Suffolk Business School, University of Suffolk, UK. She was previously a marketing practitioner before moving into marketing lecturing. Her interest in nonprofit marketing began during a presentation to a group of students by the marketing director of a hospice who highlighted the challenges of marketing a hospice. Seeing first-hand the disconnect between how marketing theory can be taught and how this translates into practice, this encounter is what began her examination and interest in nonprofit marketing practice.
Sarah-Louise Mitchell is Senior Lecturer in Marketing at Oxford Brookes University, UK. She holds a PhD from Henley Business School and an MBA from London Business School. Her primary area of research focuses on providing academic insight for the nonprofit sector, particularly understanding the role of brand for nonprofit organisations through mapping stakeholder decision-making behaviour, decoding nonprofit brand storytelling and exploring charity brand touchpoints. Previously, she worked extensively for consumer goods, food retail and nonprofit organisations, in senior roles including strategic marketing, category insight and new product development.

Recenzii

"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

Descriere

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. However, the recent COVID-19 pandemic has illustrated how great the need is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Understanding, and making sense of, this turbulent landscape is vital for charities to survive. This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

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.