New Horizons in Arts, Heritage, Nonprofit and Social Marketing

1st Edition

Roger Bennett, Finola Kerrigan, Daragh O'Reilly

Routledge
Published May 22, 2017
Reference - 190 Pages
ISBN 9781138118270 - CAT# Y337489
Series: Key Issues in Marketing Management

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Summary

Arts, heritage, non-profit and social marketing today comprise key components of the contemporary marketing management scene. Governments, charities and voluntary sector organisations throughout the world are increasingly involved in the development of marketing campaigns, and more and more of these organisations are likely to be at the cutting edge of the application of the very latest marketing methods. Research in the arts, heritage, non-profit and social marketing fields is intellectually rigorous, relevant for user communities, and has a great deal to offer to marketing theory as well as to promotional practice.

This book presents a collection of stimulating articles that report some of the freshest and most innovative research and thinking in the authors’ specialist domains. Collectively the chapters offer a balance of empirical and conceptual research in arts, heritage, non-profit and social marketing. They explore new ideas, challenge pre-existing orthodoxies, develop knowledge, and demonstrate the epistemological importance of current research in these critical areas.

This book was originally published as a special issue of the Journal of Marketing Management.

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