Suchergebnisse

Harry considers his most important work was achieved in the last 2 years of his life as 'Harry the Hospice Cat'. Situated in his sun spot in St Angela's garden and then his window sill in the marketing office Harry ruminates over the micro-level marketing being undertaken by a hospice. Inspired by the death of a real-life hospice cat together with an ethnographic study of a hospice marketing team 'Harry's most important work' is not a 'tall tale' but gives real insight into the challenges and battles involved in marketing work. Harry observes the demands made on St Angela's to embrace digital advances and the struggles of nonprofit organisations to keep pace with new marketing practice. Observing the 'goings on' as well as the different 'languages' in a hospice, Harry highlights the very real tensions that arise from the difficult work being undertaken and analyses the organisational tensions which emerge when a marketing team strive to negotiate their legitimacy. From under the table in the chilly, white meeting room Harry tells the unique and important story about the 'doing' of very difficult marketing in the unusual context of a hospice. Harry's story has implications for marketing education, practice and research as well as other animals who may feel a sense of responsibility to help humankind.

"Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and led to changes in regulation and governance. However, the recent COVID-19 pandemic has illustrated how great the need is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Understanding, and making sense of, this turbulent landscape is vital for charities to survive. 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. Across thirteen chapters it presents different perspectives and theoretical lenses to stimulate debate and inspire future research, building upon existing nonprofit management textbooks and offering academic rigour to complement the raft of practitioner 'How to' guides. The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM). Despite the recent theoretical development of 'strategy-as-practice' construct and special journal editions focusing on TPM, the charity sector has been largely absent from the debate, which is an oversight given the importance of the sector to the jobs, economy and social fabric of our country. This book provides a bridge between the practice of contemporary non-profit organisations, charity marketing and recent academic insight into the challenges, culture and communication and exemplar case studies of nonprofit and charity brands. This edited volume will be of direct interest to scholars and researchers studying charities, public & nonprofit management, and marketing."