Economy, marketing and communication for the non-profit sector
With an integrated approach to economics and marketing, this book aims to offer an in-depth analysis of the characteristics, strategies and performance of non-profit, a sector and market in the contemporary generous society. Never before, in fact, has private non-profit been subject to much attention, not only from the economy, to which it fully belongs, but also from national and international policies, regulatory standards and managerial practice. The non-profit sector, as understood in this volume, is made up of the group of private bodies which carry out their activities within the socio-economic system, are located between the Market and the State and are oriented to the production of social utility in a logic not linked only to profit. Under observation are the sector, the stakeholders, the strategies, in order to highlight where the competitive advantage is formed. Among the strategies, emphasis is given to crowdfunding and activities that stimulate both willingness to pay and willingness to donate. Aimed at students, teachers, researchers, public administrations, foundations and professionals, the book is enriched with sector analyses, case studies and in-depth topic boxes.