Marketing strategies of non-profit organizations  Cover Image

Marketing strategies of non-profit organizations
Marketing strategies of non-profit organizations

Author(s): Martin Iltis
Subject(s): Essay|Book Review |Scientific Life
Published by: Univerzitni servis s.r.o.
Keywords: non-profit organization; non-profit sector; profit sector; marketing; marketing strategy

Summary/Abstract: The following paper focuses on different possible ways on how to use marketing in the non-profit and public sector in the Czech Republic. The main purpose is to analyze possibilities already existing. My intention was not to create new ways and ideas but simply concentrating on already known theoretical concepts. Marketing is not a traditional aspect of the non-profit area, but giving the changes that occurred in ways of financing and sponsoring and the increasing amount of competitors, organizations had started using key instruments of marketing in order to differentiate themselves, be known and be able to compete with organizations of similar interests. The aim of this paper is to explain what a non-organization is, how marketing used in the non-profit sector differs from commercial marketing and how to apply usual marketing instruments - i.e. research, segmentation, targeting, positioning, when creating a marketing strategy.

  • Issue Year: 3/2014
  • Issue No: 3
  • Page Range: 6-17
  • Page Count: 11
  • Language: English