International Journal of Nonprofit and Voluntary Sector Marketing

The development of marketing, from its origins in profit-oriented manufacturing firms, to the service sector and now to the non-profit and voluntary sectors has meant that understanding how effective use of limited resources can result in growing the organisation is more important than ever. Kotler's initial text on marketing management contained an entire chapter on creativity but this emphasis has now been lost, with little more than a mention of creativity at the idea generation stage of new product development. This special issue calls for papers which demonstrate how the nonprofit and voluntary sector organisation can carry out a creative form of marketing, despite operating with limited budgets and within an increasingly crowded marketplace.

Existing marketing theory has been criticised in terms of its limited powers of explanation and prediction of actual business behaviour. There are clashes between the linear/rational modes of theorising and the often non-linear, sometimes chaotic realities of contemporary business practice. Judgement and creativity are now seen as central marketing competencies which can compliment formal marketing planning and strategy. Marketing practice is, by its very nature, creative, while marketing theory can be very uncreative. Therefore, this special issue welcomes papers which embrace a creative philosophy and methodology. Although there are no specific boundaries, contributions are especially welcome which focus on:

- Creativity and the arts organisation
- Creativity and charity marketing
- Creative methodologies for understanding the nonprofit organisation
- Generation of creative marketing theory for the nonprofit organisation
- The small nonprofit organisation/creativity interface
- The social entrepreneurship/marketing interface
- Creativity and the marketing of education
- The use of creativity in fundraising

Please send papers in Word format to the Guest Editor by 30th September 2004. Papers will be subject to the double blind review process. Details of paper submission format can be found on the journal website: http://www.henrystewart.com/journals/nvsm

Dr Ian Fillis
Guest Editor

International Journal of Nonprofit and Voluntary Sector Marketing
Department of Marketing
University of Stirling
Stirling FK9 4LA, Scotland, UK
Tel: ++ 44 1786 467392, Fax: ++ 44 1786 464745
e-mail: i.r.fillis@stir.ac.uk

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