New Horizons in Arts, Heritage, Nonprofit and Social Marketing

New Horizons in Arts, Heritage, Nonprofit and Social Marketing

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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 authorsa€™ 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.Dirk vom Lehn is a Lecturer in Marketing in the Department of Management and a member of the Work, Interaction ... focuses on business relationships and her PhD work examined, in particular, the relationship between business and the arts , anbsp;...


Title:New Horizons in Arts, Heritage, Nonprofit and Social Marketing
Author: Roger Bennett, Finola Kerrigan, Daragh O'Reilly
Publisher:Routledge - 2013-09-13
ISBN-13:

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