Reigniting the fire : a contemporary research agenda for social, political and nonprofit marketing
Data(s) |
01/08/2007
|
---|---|
Resumo |
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.<br /><br /> *<br /><br /> 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.<br /> *<br /><br /> 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.<br /> *<br /><br /> 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.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
John Wiley & Sons |
Relação |
http://dro.deakin.edu.au/eserv/DU:30040095/binney-reignitingthefire-2007.pdf http://dx.doi.org/10.1002/pa.269 |
Direitos |
2007, John Wiley & Sons |
Tipo |
Journal Article |