International Journal of Nonprofit and Voluntary Sector Marketing最新文献

英文中文

Segmenting Youth Voting Behaviour through Trusting-Distrusting Relationships: A Conceptual Approach 通过信任-不信任关系分割青年投票行为:一种概念方法

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2004-08-01 DOI: 10.1002/NVSM.248

Janine Dermody, S. Hanmer-Lloyd

This paper reviews current evidence on the declining political engagement of British youth. What emerges is that causes of their political disaffection are manifold and complex, but trust, distrust and cynicism feature strongly. Traditional approaches to trust and distrust fail to recognise this complexity; consequently this paper offers a more sophisticated conceptual framework that examines trust and distrust as separate but linked dimensions, as advocated by Lewicki, McAllister and Bies.[Lewicki, R. J., McAllister D. J. and Bies R. J. (1998) ‘Trust and distrust: New relationships and realities’, Academy of Management Review, Vol. 23, No. 3, pp. 438–458.] From the analysis four segments of ‘voter’ types are identified. By segmenting voters in this way, marketers can design strategies to help increase young people's trust and reduce their distrust, thereby increasing their propensity to vote in future elections. A synopsis of marketing aims to stimulate the ‘youth vote’ is presented along with areas for further research. Copyright © 2004 Henry Stewart Publications

这篇论文回顾了目前英国年轻人政治参与度下降的证据。他们对政治不满的原因是多方面和复杂的，但信任、不信任和玩世不恭是最明显的特征。传统的信任和不信任方法未能认识到这种复杂性;因此，本文提供了一个更复杂的概念框架，将信任和不信任作为独立但相互联系的维度进行研究，正如Lewicki, McAllister和Bies所倡导的那样。[Lewicki, R. J.， McAllister D. J.和Bies R. J.(1998)，“信任和不信任:新的关系和现实”，《管理评论》，第23卷，第3期，第438-458页。]从分析中可以识别出四种“选民”类型。通过这种方式细分选民，营销人员可以设计策略来帮助增加年轻人的信任，减少他们的不信任，从而增加他们在未来选举中的投票倾向。简要介绍了旨在刺激“青年投票”的营销策略，并提出了进一步研究的领域。版权所有©2004 Henry Stewart Publications

引用次数: 43

Film marketing in Europe: bridging the gap between policy and practice 欧洲的电影营销:弥合政策与实践之间的差距

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2004-08-01 DOI: 10.1002/NVSM.250

F. Kerrigan, M. Özbilgin

Concerns with US domination of European cinema screens and the apparent lack of success of policy makers to support sustainable development of the film industry has meant that these issues have remained topical for policy makers and researchers. This is also evidenced by both media attention and an increased research focus on the film industry, particularly from a marketing perspective.1–7 To date, neither policy nor empirical research has had a significant impact on the development and understanding of the industry. This paper seeks to bridge the perceived gap between policy and the practice of film marketing in Europe. The interface between film marketing policy and practice in Europe offers an interesting venue to explore. While the macro-environment is invariably emphasised in terms of its impact on marketing, many marketing academics and practitioners neglect the role that policy plays in shaping the practice of marketing. This paper undertakes an historical analysis of protectionism in the US film industry from its inception and highlights the likely impact of similar protectionism in the European context. It also explains how Hollywood studios control domestic and international markets. The historical overview shows the importance of vertical integration in producing a successful marketing campaign. An exploration of the debate focusing on the call for liberalisation of the global audiovisual market is also undertaken from an industrial and cultural perspective to assess the possible impact that this will have upon film marketing in Europe, in addition to the implications for European cultural identity. Copyright © 2004 Henry Stewart Publications

对美国主导欧洲电影银幕的担忧，以及政策制定者在支持电影业可持续发展方面明显缺乏成功，意味着这些问题仍然是政策制定者和研究人员的热门话题。媒体的关注和对电影行业(尤其是从市场营销的角度)越来越多的研究也证明了这一点。1-7迄今为止，无论是政策还是实证研究都没有对该行业的发展和理解产生重大影响。本文旨在弥合欧洲电影营销政策与实践之间的差距。在欧洲，电影营销政策和实践之间的界面提供了一个有趣的探索场所。虽然宏观环境总是强调其对营销的影响，但许多营销学者和从业者忽视了政策在塑造营销实践中的作用。本文从一开始就对美国电影业的保护主义进行了历史分析，并强调了在欧洲背景下类似的保护主义可能产生的影响。这也解释了好莱坞电影公司如何控制国内和国际市场。历史回顾显示了垂直整合在成功营销活动中的重要性。本文还从工业和文化的角度探讨了关于呼吁全球视听市场自由化的辩论，以评估这将对欧洲电影营销产生的可能影响，以及对欧洲文化认同的影响。版权所有©2004 Henry Stewart Publications

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引用次数: 14

Manufacture for donation: driving bottom‐line performance through contributions to run strategy optimisation 制造捐赠:通过贡献运行策略优化驱动底线性能

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2004-08-01 DOI: 10.1002/NVSM.253

Keith Richard Thode, Samuel Tate Williams, M. Halligan

Manufacturers have idle/open capacity as an inherent part of the manfacturing process. The focus of the paper is to analyse if, as capacity becomes available, it is more financially advantageous to use this capacity to make product for donation, or other nonprofit discount markets, than to leave the production line idle. The conclusion will highlight the opportunity for raising corporate efficiency through incorporating manufacture for donation as a component in run strategy optimisation. Copyright © 2004 Henry Stewart Publications

引用次数: 0

Charity law reform: implementing the Strategy Unit proposals 慈善法改革:实施策略组建议

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2004-08-01 DOI: 10.1002/NVSM.247

B. Pratten

引用次数: 9

The achilles' heel of modern nonprofits is not public ‘trust and confidence’ but public understanding of 21st century charities 现代非营利组织的致命弱点不是公众的“信任和信心”，而是公众对21世纪慈善事业的理解

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2004-08-01 DOI: 10.1002/NVSM.246

J. Saxton

引用次数: 15

Identifying promotional appeals for targeting potential volunteers: an exploratory study on volunteering motives among retirees 识别潜在志愿者的促销诉求:退休人员志愿服务动机的探索性研究

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2004-08-01 DOI: 10.1002/NVSM.252

Michael A. Callow

This paper examines whether older adult volunteers share similar or diverse motives for volunteering. Previous research has often treated senior citizen volunteers as a homogenous group that is significantly different from other cohorts. This paper argues that the senior citizen segment is far from homogeneous in its motives for, and behaviour towards, volunteering, which may have a significant impact on the effectiveness of recruitment and promotional campaigns. An exploratory study was conducted and, as expected, interviewees identified a variety of benefits sought from volunteering. There was considerable variability in the importance of these benefits among respondents, suggesting that further clustering would be useful. Implications for recruitment and promotional campaigns are discussed. Copyright © 2004 Henry Stewart Publications

本文考察老年志愿者是否有相似或不同的志愿服务动机。以往的研究通常将老年志愿者视为一个同质群体，与其他群体明显不同。本文认为，老年人在志愿服务的动机和行为上远非同质化，这可能对招募和宣传活动的有效性产生重大影响。进行了一项探索性研究，正如预期的那样，受访者确定了志愿服务的各种好处。受访者对这些好处的重视程度存在相当大的差异，这表明进一步的聚类将是有用的。讨论了对征聘和宣传活动的影响。版权所有©2004 Henry Stewart Publications

引用次数: 63

Why politics needs marketing 为什么政治需要营销

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2003-05-01 DOI: 10.1002/NVSM.205

R. Mortimore

This paper examines the survey evidence for the low standing of politics, politicians and political institutions in the mind of the British public, and discusses its consequences. Present public opinion about political parties in Britain, and about politicians in general, is predominantly negative. Politicians are distrusted, to a considerably greater extent than can be explained solely by their bad press. Nor is the public very familiar with politicians or political institutions. Yet it can be shown that in general (and not only in the political field) ‘familiarity breeds favourability, not contempt’. This may be feeding through into hostility towards the entire sector—not only the strictly ‘political’, but other institutions such as public services which the public associates with politics or government. Copyright © 2003 Henry Stewart Publications

本文考察了政治、政治家和政治机构在英国公众心目中的低地位的调查证据，并讨论了其后果。目前，公众对英国政党和政治家的看法主要是负面的。政客们不被信任，其程度远远不能仅仅用他们的负面报道来解释。公众对政治家或政治机构也不是很熟悉。然而，总的来说(不仅是在政治领域)，“熟悉会滋生好感，而不是鄙视”。这可能会导致对整个部门的敌意——不仅是严格意义上的“政治”部门，还包括公众与政治或政府联系在一起的公共服务等其他机构。版权所有©2003 Henry Stewart Publications

引用次数: 18

Higher education: marketing in a quasi‐commercial service industry 高等教育:准商业服务行业的市场营销

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2003-05-01 DOI: 10.1002/NVSM.207

M. Brookes

The UK Government is promoting widening participation and asking universities to develop their student intake of 18–30 year-olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government-funded core activities. Further marketing is now seen in quasi-commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications

英国政府正在促进更广泛的参与，并要求各大学到2010年将18-30岁的学生人数增加50%。随着资金的减少和寻找其他收入方法，这些变化的融资正在鼓励营销重点的转变。慈善教育机构的传统营销是为了确保有足够的学生参加完全由政府资助的核心活动。现在在准商业活动中可以看到进一步的营销。本文探讨了是否需要进一步的营销方法来满足这些政府政策的变化。运用比较的方法，本文着眼于美国和英国高等教育问题的复杂性，以及它们的收入价值冲突、营销观点，最后，商业和教育之间的观点和期望的差异。由于事件是当前和正在进行的，收集证据的主要形式是通过个人采访和最近的媒体发布。版权所有©2003 Henry Stewart Publications

引用次数: 104

Polls Apart! Political, research and ethical lessons from UK pressure groups' use of opinion polls 民意调查分开!英国压力团体利用民意调查的政治、研究和伦理教训

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2003-05-01 DOI: 10.1002/NVSM.211

Clive Nancarrow, M. Evans, J. Pallister

Pressure groups use opinion polls to help further political agendas, as in the case of hunting with dogs. The authors evaluate the two types of poll that have featured in the campaigning: ‘scientific’ (representative) polls and ‘straw’ polls. The shortcomings of straw polls are well known and the new problem of ‘piling in’ where pressure groups direct their supporters to such polls is described, raising a number of potential ethical issues. The apparent discrepancy in ‘scientific’ opinion polls commissioned by the two sides of the debate is examined and an attempt to reconcile the differences is made. The authors' observations raise questions about the value and limitations of polling as well as technical and ethical issues the polling industry and professional bodies need to address.

压力集团利用民意调查来帮助推进政治议程，就像用狗打猎一样。作者评估了竞选活动中出现的两种类型的民意调查:“科学”(代表性)民意调查和“非正式”民意调查。民意测验的缺点是众所周知的，而压力团体引导其支持者参加民意测验的新问题也被描述为“蜂拥”，引发了一些潜在的道德问题。辩论双方委托进行的“科学”民意调查中明显的差异被审查，并试图调和这些差异。作者的观察提出了关于投票的价值和局限性的问题，以及投票行业和专业机构需要解决的技术和道德问题。

引用次数: 2

Best value, partnerships and relationship marketing in local government 在地方政府中实现最佳价值、伙伴关系和关系营销

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing

Pub Date : 2003-05-01 DOI: 10.1002/NVSM.208

P. Rees, H. Gardner

This paper contends that relationship marketing can enhance the nature of partnerships in local government. It considers first the development of best value, with particular emphasis on partnerships and collaborative working. The development of relationship marketing and its definitions are acknowledged along with a selection of related issues. Two taxonomies of relationship marketing are then considered which appear to have particular relevance to local government. The notion of trust is singled out for attention and possible applications of relationship marketing are then offered. The conclusion presents a synthesis of collaborative working and relationship marketing and a nascent model showing the possible facilitating role of relationship marketing.

本文认为，关系营销可以增强地方政府伙伴关系的性质。它首先考虑最佳价值的开发，特别强调伙伴关系和协作工作。本文对关系营销的发展及其定义进行了认识，并对相关问题进行了选择。然后考虑关系营销的两种分类，它们似乎与地方政府特别相关。信任的概念被挑选出来关注，然后提供关系营销的可能应用。结论提出了协作工作和关系营销的综合，并提出了一个显示关系营销可能促进作用的新模型。

引用次数: 31

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