SAGE LIBRARY IN MARKETING. Nonprofit Marketing. VOLUME I The Evolution of Nonprofit Marketing

Transcription

1 SAGE LIBRARY IN MARKETING Nonprofit Marketing VOLUME I The Evolution of Nonprofit Marketing Edited by Elizabeth Parsons, Pauline Madaran and MarkTadajewski SAGE Los Angeles London New Delhi Singapore

2 Contents Appendix of Sources Editors' Introduction: Nonprofit Marketing Elizabeth Parsons, Pauline Madaran and Mark Tadajewski ix xvii Volume I The Evolution of Nonprofit Marketing A. The Broadening of the Marketing Domain 1. Broadening the Concept of Marketing Philip Kotler and Sidney J. Levy 3 2. Broadening the Concept of Marketing - Too Far David J. Luck Marketing in Nonprofit Organizations Benson P. Shapiro The Marketing of Non-profit Making Organisations: A Preliminary Report David Ford The Social Disorder of the Broadened Concept of Marketing Gene R. Laczniak and Donald A. Michie Toward a Broader Concept of Marketing's Role in Social Order Sidney J. Levy and Philip Kotler The Nonprofit Mission and its Financing: Growing Links between Nonprofits and the Rest of the Economy Burton A. Weisbrod 74 B. Rethinking Core Concepts 8. A Generic Concept of Marketing Philip Kotler Marketing as Exchange: A Theory of Transactions in the Marketplace Richard R Bagozzi Exchange: A Conceptualization Eric H. Shaw and Donald F. Dixon Intersector Transfer of Marketing Knowledge Alan R. Andreasen Nonprofit Marketing: The Key to Marketing's 'Mid-Life Crisis'? Peter Clarke and Peter Mount The Relationship between Resource Dependence and Market Orientation: The Specific Case of Non-profit Organisations Isabel Maria Macedo and Jose Carlos Pinho 177

3 vi Contents C. Developments in Practice 14. Marketing Mix Decision Rules for Nonprofit Organizations Charles B. Weinberg Marketing Planning in the Public and Non-profit Sectors Laura Cousins Do Not-for-Profits Value Their Customers and Their Needs? Ian Bruce Operationalizing the Marketing Concept in the Nonprofit Sector Adrian Sargeant, Susan Foreman and Mei-Na Liao Relationship Marketing in the Not-for-Profit Sector: An Extension and Application of the Commitment-Trust Theory Keith MacMillan, Kevin Money, Arthur Money and Steve Downing Market Orientations in the Nonprofit and Voluntary Sector: A Meta-Analysis of Their Relationships with Organizational Performance Aviv Shoham, Ayalla Ruvio, Eran Vigoda-Gadot and Nitza Schwabsky 307 Volume II Nonprofit Marketing: Sectoral Applications D. Social Marketing 20. Social Marketing: An Approach to Planned Social Change Philip Kotler and Gerald Zaltman Social Marketing: What Makes it Different? Frederick E. Webster Identification and Classification of Problems Associated with Evaluating Social Marketing Efforts Paul J. Hensel and Alan J. Dubinsky Social Marketing: Its Definition and Domain Alan R. Andreasen What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence Laura McDermott, Martine Stead and Gerard Hastings 53 E. Public Sector Marketing 25. Serving Public Needs through Nonprofit Organizations: Alternatives to Government Intervention Jacquelyn Hochban Public Sector Marketing Is Different Charles W. Lamb, Jr Public Policy Marketing: Marketing Exchange in the Public Sector Hans Buurma Marketing in the Public Sector: Towards a Typology of Public Services Angus Laing Restoring Public Legitimacy to the Nonprofit Sector: A Survey Experiment Using Descriptions of Nonprofit Ownership Mark Schlesinger, Shannon Mitchell and Bradford Gray 123

4 Contents vii F. Arts Marketing 30. Marketing the Fine and Performing Arts: What Has Marketing Done for the Arts Lately? Edward G. Thomas and Bob D. Cutler Crisis in the Arts: The Marketing Response Joanne Schejf and Philip Kotler Applying the Marketing Concept to Cultural Organisations: An Empirical Study of the Relationship between Market Orientation and Performance Brenda Gainer and Paulette Padanyi Entrepreneurship and Leadership in Marketing the Arts Francois Colbert 211 G. Political Marketing 34. The Marketing of Political Candidates Avraham Shama Marketing the Political Product David M. Reid Political Marketing: Structure and Process Patrick Butler and Neil Collins Political Marketing - Vive La Difference! Andrew Lock and Phil Harris Theory and Concept Development in Political Marketing: Issues and an Agenda Stephan C. Henneberg and Nicholas J. O'Shaughnessy 276 H! Charity Marketing 39. Charitable Giving by Individuals: A Study of Attitudes and Practice Alan Radley and Marie Kennedy Market Orientation among Small to Medium Sized UK Charitable Organisations: Implications for Fund-Raising Performance Roger Bennett Brand Orientation in the Charity Sector: A Framework for Discussion and Research Philippa Hankinson Charity Retail: Past, Present and Future Elizabeth Parsons 344 Volume III Key Debates and Contemporary Issues in Nonprofit Marketing I. Developing Corporate - Nonprofit Relations 43. The Historical Development of Business Philanthropy: Social Responsibility in the New Corporate Economy M. Marinetto Corporate Social Responsibility and Cause-Related Marketing: An Overview Peggy Simcic Bronn and Albana Belliu Vrioni The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits Donald R. Lichtenstein, Minette E. Drumwright and Bridgette M. Braig 32

5 viii Contents 46. Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy i? Rajan Varadarajan and Anil Menon Cause-Related Marketing: Ethics and the Ecstatic Warren Smith and Matthew Higgins Nonprofit and For-Profit Partnerships: Rationale and Challenges of Cross-Sector Contracting Katherine M. O'Regan and Sharon M. Oster ^ 101 J. Nonprofit Marketing in the Network Economy 49. Reaching beyond the Family: New Nongovernmental Organization Alliances for Global Poverty Alleviation and Emergency Response Marc Lindenberg The Impact of NGO Network Conflict on the Corporate Social Responsibility Strategies of Multinational Corporations Donald H. Schepers The Changing Role of Nonprofits in the Network Economy Dov Te'eni and Dennis R. Young Information and Communication Technologies: Reshaping Voluntary Organizations? Eleanor Burt and John A. Taylor Strategic Internet and E-Commerce Applications for Local Nonprofit Organizations Roger Gomes and Patricia A. Knowles 176 K. Nonprofit Marketing in Developing and Transitional Economies 54. Incorporating the Dominant Social Paradigm into Government Technology Transfer Programs William. E. Kilbourne A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India Ruby Roy Dholakia Social Marketing: An Approach to Third-World Development Carole P. Duhaime, Ronald McTavish and Christopher A. Ross The Discreet Charm of the Nonprofit Form: Service Professionals and Nonprofit Organizations (Poland ) S. Wojciech Sokolowski Marketing and Non-profit Organizations in the Czech Republic Martin Bulla and David Starr-Glass When Marketing Really Matters: The Survival of a Russian Post-Graduate Institute David. R. Decker and Yuri A. Sokurienko 278 L. Fostering Social Change: Ethics and Debates 60. The Nonprofit Sector: Radical Potential? Christopher Gunn Social Marketing: Its Ethical Dimensions Gene R. Laczniak, Robert F. Lusch and Patrick E. Murphy Ethical Challenges of Social Marketing George G. Brenkert Alliances and Ethics in Social Marketing Alan R. Andreasen and Minette E. Drumwright The Critical Contribution of Social Marketing: Theory and Application Gerard Hastings and Michael Saren 361