Reigniting the fire: a contemporary research agenda for social, political and non-profit marketing

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Dann, Stephen, Harris, Phil, Sullivan Mort, Gillian, 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 1479-1854


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.

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Item type Article
DOI 10.1002/pa.269
Official URL
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > FOR Classification > 1503 Business and Management
Keywords ResPubID13094, nonprofit marketing, social marketing, commercial marketing, social entrepreneurship, political marketing
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