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
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 13 3. Marketing in Nonprofit Organizations Benson P. Shapiro 17 4. The Marketing of Non-profit Making Organisations: A Preliminary Report David Ford 42 5. The Social Disorder of the Broadened Concept of Marketing Gene R. Laczniak and Donald A. Michie 56 6. Toward a Broader Concept of Marketing's Role in Social Order Sidney J. Levy and Philip Kotler 70 7. 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 99 9. Marketing as Exchange: A Theory of Transactions in the Marketplace Richard R Bagozzi 114 10. Exchange: A Conceptualization Eric H. Shaw and Donald F. Dixon 131 11. Intersector Transfer of Marketing Knowledge Alan R. Andreasen 139 12. Nonprofit Marketing: The Key to Marketing's 'Mid-Life Crisis'? Peter Clarke and Peter Mount 163 13. The Relationship between Resource Dependence and Market Orientation: The Specific Case of Non-profit Organisations Isabel Maria Macedo and Jose Carlos Pinho 177
vi Contents C. Developments in Practice 14. Marketing Mix Decision Rules for Nonprofit Organizations Charles B. Weinberg 201 15. Marketing Planning in the Public and Non-profit Sectors Laura Cousins 241 16. Do Not-for-Profits Value Their Customers and Their Needs? Ian Bruce 256 17. Operationalizing the Marketing Concept in the Nonprofit Sector Adrian Sargeant, Susan Foreman and Mei-Na Liao 264 18. 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 285 19. 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 3 21. Social Marketing: What Makes it Different? Frederick E. Webster 19 22. Identification and Classification of Problems Associated with Evaluating Social Marketing Efforts Paul J. Hensel and Alan J. Dubinsky 27 23. Social Marketing: Its Definition and Domain Alan R. Andreasen 40 24. 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 63 26. Public Sector Marketing Is Different Charles W. Lamb, Jr. 82 27. Public Policy Marketing: Marketing Exchange in the Public Sector Hans Buurma 91 28. Marketing in the Public Sector: Towards a Typology of Public Services Angus Laing 105 29. Restoring Public Legitimacy to the Nonprofit Sector: A Survey Experiment Using Descriptions of Nonprofit Ownership Mark Schlesinger, Shannon Mitchell and Bradford Gray 123
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 161 31. Crisis in the Arts: The Marketing Response Joanne Schejf and Philip Kotler 176 32. Applying the Marketing Concept to Cultural Organisations: An Empirical Study of the Relationship between Market Orientation and Performance Brenda Gainer and Paulette Padanyi 199 33. Entrepreneurship and Leadership in Marketing the Arts Francois Colbert 211 G. Political Marketing 34. The Marketing of Political Candidates Avraham Shama 225 35. Marketing the Political Product David M. Reid 236 36. Political Marketing: Structure and Process Patrick Butler and Neil Collins 251 37. Political Marketing - Vive La Difference! Andrew Lock and Phil Harris 265 38. 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 299 40. Market Orientation among Small to Medium Sized UK Charitable Organisations: Implications for Fund-Raising Performance Roger Bennett 320 41. Brand Orientation in the Charity Sector: A Framework for Discussion and Research Philippa Hankinson 331 42. 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 3 44. Corporate Social Responsibility and Cause-Related Marketing: An Overview Peggy Simcic Bronn and Albana Belliu Vrioni 21 45. The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits Donald R. Lichtenstein, Minette E. Drumwright and Bridgette M. Braig 32
viii Contents 46. Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy i? Rajan Varadarajan and Anil Menon 60 47. Cause-Related Marketing: Ethics and the Ecstatic Warren Smith and Matthew Higgins 86 48. 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 123 50. The Impact of NGO Network Conflict on the Corporate Social Responsibility Strategies of Multinational Corporations Donald H. Schepers 135 51. The Changing Role of Nonprofits in the Network Economy Dov Te'eni and Dennis R. Young 149 52. Information and Communication Technologies: Reshaping Voluntary Organizations? Eleanor Burt and John A. Taylor 165 53. 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 205 55. A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India Ruby Roy Dholakia 218 56. Social Marketing: An Approach to Third-World Development Carole P. Duhaime, Ronald McTavish and Christopher A. Ross 231 57. The Discreet Charm of the Nonprofit Form: Service Professionals and Nonprofit Organizations (Poland 1989-1993) S. Wojciech Sokolowski 246 58. Marketing and Non-profit Organizations in the Czech Republic Martin Bulla and David Starr-Glass 263 59. 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 293 61. Social Marketing: Its Ethical Dimensions Gene R. Laczniak, Robert F. Lusch and Patrick E. Murphy 302 62. Ethical Challenges of Social Marketing George G. Brenkert 315 63. Alliances and Ethics in Social Marketing Alan R. Andreasen and Minette E. Drumwright 338 64. The Critical Contribution of Social Marketing: Theory and Application Gerard Hastings and Michael Saren 361