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  • Reigniting the fire: a contemporary research agenda for social, political and nonprofit marketing

    Author(s)
    Dann, Stephen
    Harris, Phil
    Sullivan Mort, Gillian
    Fry, Marie-Louise
    Binney, Wayne
    Griffith University Author(s)
    Fry, Marie-Louise
    Year published
    2007
    Metadata
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    Abstract
    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. 哯cial 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. 堠Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice ...
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    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. 哯cial 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. 堠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. 堐olitical 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.
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    Journal Title
    Journal of Public Affairs
    Volume
    7
    Issue
    3
    Publisher URI
    https://onlinelibrary.wiley.com/doi/10.1002/pa.269
    DOI
    https://doi.org/10.1002/pa.269
    Copyright Statement
    © 2007 John Wiley & Sons, Ltd. Self-archiving of the author-manuscript version is not yet supported by this publisher. Please refer to the journal link for access to the definitive, published version or contact the author for more information.
    Publication URI
    http://hdl.handle.net/10072/18179
    Collection
    • Journal articles

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