Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study

Simple item page
dc.contributor.authorPope, J. A., Isely, E. S., & Asamoa‐Tutu, F.
dc.date.accessioned2019-02-01T20:51:57Z
dc.date.available2019-02-01T20:51:57Z
dc.date.issued2009
dc.description.abstractNonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960–1970, but it is now a well accepted practice. Traditional marketing strategies do not work for nonprofit organizations, and this study proposes the development of a new marketing strategy specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.en_US
dc.identifier.citationPope, J. A., Isely, E. S., & Asamoa‐Tutu, F. (2009). Developing a marketing strategy for nonprofit organizations: An exploratory study. Journal of Nonprofit & public sector marketing, 21(2), 184-201.en_US
dc.identifier.urihttps://www.tandfonline.com/doi/full/10.1080/10495140802529532
dc.identifier.urihttp://hdl.handle.net/11212/4208
dc.language.isoenen_US
dc.publisherJournal of Nonprofit & public sector marketingen_US
dc.subjectnon-profiten_US
dc.subjectnonprofiten_US
dc.subjectmarketing strategyen_US
dc.subjectnonprofit marketingen_US
dc.subjectnonprofit surveyen_US
dc.subjectresearchen_US
dc.titleDeveloping a Marketing Strategy for Nonprofit Organizations: An Exploratory Studyen_US
dc.typeArticleen_US

Files

Collections

CALiO Collection of Resources