Seminar paper from the year 2006 in the subject Business economics
- Marketing, Corporate Communication, CRM, Market Research, Social
Media, grade: 1,3, Heilbronn University (Internationale
Betriebswirtschaft / Interkulturelle Studien), course: Marketing of
non profit organizations, 28 entries in the bibliography, language:
English, comment: "Twenty years ago, marketing was a dirty word for
those involved in non-profit organizations NPOs]. It meant
business, and nonprofits prided themselves on being free of the
taint of commercialism and above such sordid considerations as the
bottom line." However this view has changed drastically over the
last years..., abstract: Given the explosion in the number of non
profit organizations over the past years and the fact that there
are no signs of a slowing of growth in this area (Sargeant, 1999a:
8) the competition is getting fierce. Due to the intangibility and
immateriality of most non profit services, marketing communication
plays a central role to gain differentiation and thus, competitive
advantage. Communication is used to draw attention to causes, to
raise funds in order distribute it to those in need or to promote
activities (Kotler, 2005a: 27). To carry it to an extreme, in some
cases, such as raising funds for disasters, the effectiveness of
marketing communication can even decide upon life or death. In the
following research the marketing communications of the non profit
organizations World Vision and Terre des Hommes will be compared,
whereas key differences or similarities will be highlighted.
Furthermore the paper aims to evaluate their respective approaches
with respect to the theoretical ideal in marketing science. In
order to attain these goals, a series of steps are required in
advance. First, a brief outline on the organizations will be given.
This step is followed by an overview over the organizations
respective target audience, communication objectives and tools,
whereas key differences or similarities
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