Charity Marketing: Contemporary Issues, Research and Practice

Charities face competition for public engagement, funding, and volunteers, and the recent Covid-19 pandemic has highlighted the importance of providing support in times of need. Charity Marketing provides a bridge between the practice of contemporary nonprofit organizations, charity marketing, and academic insight into the charity sector, using exemplar case studies to stimulate debate and future research.

Format: Paperback / softback
Length: 220 pages
Publication date: 20 December 2021
Publisher: Taylor & Francis Ltd

Charities face a daunting environment, with competition for public engagement, funding, and volunteers increasing. High-profile scandals have eroded public trust, and the recent COVID-19 pandemic has highlighted the critical role of charities in providing support during times of crisis and filling the gaps left by inadequate public sector provision.

Across 12 chapters, a diverse group of academics and thoughtful practitioners offer contrasting perspectives and the latest thinking on the challenges within the charity sector.

The book's approach aligns with the growing trend of Theory + Practice in Marketing (TPM), presenting diverse viewpoints and theoretical frameworks to ignite debate and drive future research.

Charity Marketing serves as a vital bridge between the practice of contemporary nonprofit organizations, charity marketing, and recent academic insights into the charity sector. Through the use of exemplar case studies of nonprofit and charity brands, this edited volume holds direct appeal to students, academics, marketing practitioners, and researchers engaged in the study and practice of charities, public and nonprofit management, and marketing.

Weight: 364g
Dimension: 155 x 234 x 21 (mm)
ISBN-13: 9780367680893