Reigniting the fire: a contemporary research agenda for social, political and non-profit marketing
Dann, Stephen and Harris, Phil and Sullivan Mort, Gillian and Fry, Marie-Louise and Binney, Wayne (2007) Reigniting the fire: a contemporary research agenda for social, political and non-profit marketing. Journal of Public Affairs, 7 (3). pp. 291-304. ISSN 1479-1854Full text for this resource is not available from the Research Repository.
The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges. � Social marketing’s research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques. � Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer-based research to understand motivations for charitable behaviour and gift giving. � Political Marketing’s research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.
|Uncontrolled Keywords:||ResPubID13094, nonprofit marketing, social marketing, commercial marketing, social entrepreneurship, political marketing|
|Subjects:||FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1503 Business and Management
|Date Deposited:||08 May 2012 02:10|
|Last Modified:||26 Jul 2012 06:27|
|ePrint Statistics:||View download statistics for this item|
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