Introduction: Marketing communication of public policy intentions / Dave Gelders. Operationalizing the marketing concept : achieving a market orientation in the nonprofit context / Paulette Padanyi -- Relationship marketing and the not-for-profit sector : an extension and application of the commitment-trust theory / Kevin Money ... [et al.] -- The dynamics and implications of relationship quality in the charity-donor dyad / Haseeb A. Shabbir, Dayananda Palihawadana and Des Thwaites -- The branding of charities / Jane Hudson -- Marketing strategies and portfolio analyses / Kersti Krug and Charles B. Weinberg -- Marketing and religion / Sandra Mottner -- Individual giving behaviour : a multidisciplinary review / Adrian Sargeant and Lacy Woodliffe -- Corporate philanthropy : who gives and why? / Kym Madden and Wendy Scaife -- Why the wealthy give : factors which mobilize philanthropy among high-net-worth individuals / Paul G. Schervish -- Issues and trends in foundation fundraising / Diana Leat -- E-philanthropy : leveraging technology to benefit charities and donors / Ted Hart -- Social entrepreneurship : advancing research and maintaining relevance / Gillian Mort and Jay Weerawardena -- Implications of government funding and support for marketing programmes of nonprofit performing arts organizations / John B. Ford and Theresa A. Kirchner -- Relationship marketing in the arts : the new evoked authenticity / Ruth Rentschler and Jennifer Radbourne -- Applying the marketing concept in higher education : a stakeholder approach / Mei-Na Liao -- Decision-making within higher education / Yvonne Moogan -- The promise of marketing in higher education : where we have been, where we are, and where we are going / Charles S. Madden -- Marketing politics--saving democracy? / Jenny Lloyd -- Comprehensive political marketing : global political parties, strategy and behaviour / Jennifer Lees-Marshment -- Critical issues in social marketing : a review and research agenda / Ross Gordon, Laura McDermott, and Gerard Hastings -- Marketing AIDS prevention : an application of social marketing / Michael Basil -- Volunteer recruiting, retention, and development / Paul Govekar and Michelle Govekar -- Implications of sexual dimorphism on volunteer recruitment and retention / Walter Wymer -- Improving service quality in the new public sector / Christine S. Williams and Mark N.K. Saunders -- Marketing communication of public policy intentions / Dave Gelders.
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