Nonprofit Marketing

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Member of the Chartered Institute of Marketing, the Academy ofMarketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research. Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities, particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships. In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference. She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption. She has just finished co-editing a book entitled Consumption & Spirituality with Dr Diego Renallo, Bocconi University, Milan and Professor Linda Scott, Said Business School, University of Oxford. Currently she is working with Professor Cele Otnes, University of Illinois, on a book for California University Press entitled, Tiaras, Tea Towels and Tourism: Consuming the British Royal Family. I have previously taught at the Universities of Leicester, Essex and Strathclyde and my research interests are fairly eclectic. I continue to engage in research related to the history of marketing, with a specific focus on the influence of the Cold War on marketing and advertising theory. An on-going stream of research deals with racism and eugenics in marketing theory, thought and practice. Suffice to say, these are just a sample of what is presently occupying my attention.  

Volume One: The Evolution of Nonprofit Marketing
Introduction
Part 1: The Broadening of the Marketing Domain
Broadening the Concept of Marketing
Broadening the Concept of Marketing - Too Far - Kotler, P. and Levy, S.J.
Marketing in Nonprofit Organizations - Luck, D.J.
The Marketing of Non-profit Making Organizations: A Preliminary Report - Shapiro, B.P.
The Social Disorder of the Broadened Concept of Marketing - Ford, D
Toward a Broader Concept of Marketing′s Role in Social Order - Laczinak, G.R. and Michie, D.A.
The Nonprofit Mission and its Financing: Growing Links Between Nonprofits and the Rest of the Economy - Kotler, P and Levy, S.J.
Part 2: Rethinking Core Concepts - Weisbrod, B.A.
A Generic Concept of Marketing
Marketing as Exchange - Kotler, P.
Exchange: A Conceptualization - Bagozzi, R.P.
Intersector Transfer of Marketing Knowledge - Shaw, E.H. and Dixon, D.F.
Nonprofit Marketing: The Key to Marketing′s ′Mid-Life Crisis? - Andreasen, A.R.
The Relationship Between Resource Dependence and Market Orientation: The Specific Case of Non-profit Organizations - Clarke, P. and Mount, P.
Part 3:Developments in Practice - Macedo, I.M. and Pinho, J.C.
Marketing Mix Decision Rules for Nonprofit Organizations
Marketing Planning in the Public and Non-profit Sectors - Weinberg, C.
Do Not-For-Profits Value Their Customers and Their Needs? - Cousins, L.
Operationalising the Marketing Concept in the Nonprofit Sector - Bruce, I.
Relationship Marketing in the Not-For-Profit Sector: An Extension and Application of the Commitment-Trust Theory - Sargeant, A., Foreman, S. and Liao, M-N.
Market Orientations in the Nonprofit and Voluntary Sector: A Meta-analysis of their Relationships with Organizational Performance - MacMillan, K., Money, K. and Downing, S.
Volume Two: Nonprofit Marketing: Sectoral Applications - Shoham, A., Ruvio, A., Vigoda-Gadot, E. and Schwabsky, N.
Part 4: Social Marketing
Social Marketing: An Approach to Planned Social Change
Social Marketing: What Makes it Different? - Kotler, P. and Zaltman, G.
Identification and Classification of Problems Associated With Evaluating Social Marketing Efforts - Webster, F.E.
Social Marketing: Its Definition and Domain - Hensel, P.J. and Dubinsky, A.J.
What is and What is Not Social Marketing: The Challenge of Reviewing the Evidence - Andreasen, A.R.
Part 5:Public Sector Marketing - McDermott, L., Stead, M. and Hastings, G.
Public Services - To Charge or Not to Charge
Serving Public Needs Through Nonprofit Organizations: Alternatives to Government Intervention - Compton, J.L.
Public Policy Marketing: Marketing Exchange in the Public Sector - Hochban, J.
Marketing in the Public Sector: Towards a Typology of Public Services - Buurma, H.
Restoring Public Legitimacy to the Nonprofit Sector: A Survey Experiment Using Descriptions of Nonprofit Ownership - Laing, A.
Part 6:Arts Marketing - Schlesinger, M., Mitchell, S. and Gray, B.H.
Marketing the Fine and Performing Arts What Has Marketing Done for the Arts Lately?
Crisis in the Arts: The Marketing Response - Thomas, E.G. and Cutler, B.D.
Applying the Marketing Concept to Cultural Organisations: An Empirical Study of the Relationship between Market Orientation and Performance - Scheff, J. and Kotler, P.
Entrepreneurship and Leadership in Marketing the Arts - Gainer, B. and Padanyi, P.
Part 7: Political Marketing - Colbert, F.
The Marketing of Political Candidates
Marketing the Political Product - Shama, A.
Political Marketing: Structure and Process - Reid, D.M.
Political Marketing - Vive La Difference! - Butler, P. and Collins, N.
Theory and Concept Development in Political Marketing - Lock, A. and Harris, P.
Part 8:Charity Marketing - Henneberg, S.C. and O′Shaughnessy, N.
Charitable Giving by Individuals: A Study of Attitudes and Practice
Marketing Orientation Among Small to Medium Sized UK Charitable Organizations: Implications for Fund-raising Performance - Radley, A. and Kennedy, M.
Brand Orientation in the Charity Sector: A Framework for Discussion and Research - Bennett, R.
Charity Retail: Past, Present and Future - Hankinson, P.
Volume III: Key Debates and Contemporary Issues in Nonprofit Marketing - Parsons, E.
Part 9:International Dimensions
A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India
Social Marketing: An Approach to Third-World Development - Dholakia, R.R.
Global Civil Society: Dimensions of the Nonprofit Sector - Duhaime, C.P., McTavish, R., and Ross, C.A.
Marketing and Non-profit Organizations in the Czech Republic - Salamon, L.M. and Wojciech, S.S.
Part 10:Developing Corporate - Nonprofit Relations - Bulla, M. and Starr-Glass, D.
Cause Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy
The Historical Development of Business Philanthropy: Social Responsibility in the New Corporate Economy - Varadarajan, P.R. and Menon, A.
Nonprofit and For-profit Partnerships: Rationale and Challenges of Cross-Sector Contracting - Marinetto, M.
Can the Overcommericalization of Cause-Related Marketing Harm Society - O′Regan, K.M. and Oster, S.M.
Corporate Social Responsibility and Cause Related Marketing: An Overview - Polonsky, M.J. and Wood, G.
The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits - Bronn, P. and Vrioni, A.
Part 11:Nonprofit Marketing in the Network Economy - Lichtenstein, D.R. Drumwright, M.E. and Braig, B.M.
Information and Communications Technologies: Reshaping Voluntary Organizations?
Strategic Internet and E-commerce Applications for Local Nonprofit Organizations - Burt, E., and Taylor, J. A.
Reaching Beyond the Family: New Nongovernmental Organization Alliances for Global Poverty Alleviation and Emergency Response - Gomes, R. and Knowles, P.A.
The Changing Role of Nonprofits in the Network Economy - Lindenberg, M.
The Impact of NGO Network Conflict on the Corporate Social Responsibility Strategies of Multinational Corporations - Te′eni, D. and Young, D.R.
Part 12:Effecting Behavioural Change: Ethics and Debates - Schepers, D.H.
Social Marketing: Its Ethical Dimensions
The Nonprofit Sector: Radical Potential? - Laczinak, G.R. Lusch, R.F. and Murphy, P.E.
Cause-Related Marketing: Ethics and the Ecstatic - Gunn, C.
Alliances and Ethics in Social Marketing - Smith, W. and Higgins, M.
Ethical Challenges of Social Marketing - Andreasen, A.R and Drumwright, M.E.
The Critical Contribution of Social Marketing: Theory and Application - Brenkert, G.