This book presents a collection of stimulating articles that report some of the freshest and most innovative empirical and conceptual research in arts, heritage, non-profit and social marketing. It was originally published as a special issue of the Journal of Marketing Management.

1. Introduction Roger Bennett, Finola Kerrigan and Daragh O'Reilly 2. 'Don't forget to say thank you': The effect of an acknowledgement on donor relationships Altaf Merchant, John B. Ford and Adrian Sargeant 3. The emotional dimension of organisational work when cultural sponsorship relationships are dissolved Annmarie Ryan and Keith Blois 4. Persuading young consumers to make healthy nutritional decisions Ross Brennan, Stephan Dahl and Lynne Eagle 5. Dangling conversations: Web-forum use by a symphony orchestra's audience members Terry O'Sullivan 6. The symbolic consumption of music Gretchen Larsen, Rob Lawson and Sarah Todd 7. A journey to the authentic: Museum visitors and their negotiation of the inauthentic Anne-Marie Hede and Maree Thyne 8. 'Where do you want to go today?' An analysis of family group decisions to visit museums Kai-Lin Wu, Kirsten Holmes and John Tribe 9. Involvement, Tate, and me Alix Slater and Kate Armstrong 10. Discovering 'Experience-ables': Socially including visually impaired people in art museums Dirk vom Lehn

Roger Bennett is a professor of marketing and the director of the Centre for Research in Marketing at London Metropolitan Business School, UK.

Finola Kerrigan is a lecturer in marketing at King's College London, UK. She has published her work on arts marketing in a number of journals and scholarly books. She is chair of the Academy of Marketing's Arts, Heritage, Nonprofit and Social Marketing Special Interest Group.

Daragh O'Reilly is a lecturer in marketing at the University of Sheffield's Management School, in the UK. His work has appeared in a wide range of academic journals including the Journal of Marketing Management and Marketing Theory.