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Charity Marketing: Contemporary Issues, Research and Practice (Routledge Studies in Marketing) - Tapa blanda

Libro 25 de 60: Routledge Studies in Marketing
 
9780367680893: Charity Marketing: Contemporary Issues, Research and Practice (Routledge Studies in Marketing)
Tapa blanda
ISBN 10: 0367680890 ISBN 13: 9780367680893
Editorial: Routledge, 2021

Sinopsis

This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

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Acerca del autor

Fran Hyde is Deputy Dean of Suffolk Business School, University of Suffolk, UK. She was previously a marketing practitioner before moving into marketing lecturing. Her interest in nonprofit marketing began during a presentation to a group of students by the marketing director of a hospice who highlighted the challenges of marketing a hospice. Seeing first-hand the disconnect between how marketing theory can be taught and how this translates into practice, this encounter is what began her examination and interest in nonprofit marketing practice.

Sarah-Louise Mitchell is Senior Lecturer in Marketing at Oxford Brookes University, UK. She holds a PhD from Henley Business School and an MBA from London Business School. Her primary area of research focuses on providing academic insight for the nonprofit sector, particularly understanding the role of brand for nonprofit organisations through mapping stakeholder decision-making behaviour, decoding nonprofit brand storytelling and exploring charity brand touchpoints. Previously, she worked extensively for consumer goods, food retail and nonprofit organisations, in senior roles including strategic marketing, category insight and new product development.

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Editorial
Routledge
Año de publicación
2021
Idioma
Inglés
ISBN 10 
0367680890
ISBN 13 
9780367680893
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
234
Editor
Hyde Fran, Mitchell Sarah-Louise
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania