An evaluation of Relationship Marketing

The not-for-profit world is huge and continues to grow. The Charity Commission in Britain registers up to 50 new organisations each month. This study aims to investigate the extent to which charity organisations utilise Relationship Marketing (RM) to enhance, develop and maintain successful relational exchanges with their publics, across a small and large charity. The book examines the issues faced by public and nonprofit organizations in marketing and raising funds, and provides a comprehensive review of the latest research. The book then explores in-depth the latest thinking in relationship marketing across the not for profit sector. Containing real-world examples and case study material throughout, the study makes an important contribution to our understanding of marketing theory and practice in the nonprofit sector. It is an essential reference for all students, researchers and practitioners working in nonprofit marketing, fundraising or philanthropy.

Autorentext

Samina Taj is a first class honours Marketing Management graduate with 6 years experience of working within the industry, across both private and public sectors. Samina currently works as a Marketing and Communications Officer within the NHS, specialising in website development, press, reputation management and relationship marketing.