The features of marketing mix for non-profit organisations
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Дата
2017
Автори
Prynko, Mariana
Chudzian, Joanna
Назва журналу
Номер ISSN
Назва тому
Видавець
Annals of Marketing Management & Economics
Анотація
This article examines the concept of marketing mix for non-profit organisations.
The authors suggest the use of “4Cs+people”, the elements of which include: consumer
solution (mission, sphere of influence, role within the sphere of influence, representing
common interests and advocacy, values for target audiences within the sphere of influence, goods and services offered for members, recipients and groups in the wider society),
consumer cost (for members, volunteers, clients – service recipients, people and companies
making individual financial and in-kind donations, organisations’ own employees, the mass
media and legislators, employees of large international foundations and society in general),
convenience (the place and means by which events are conducted), communication (advertisement, PR, communication strategy, communication style, how easily information can be found) and people (professionalism, attitude to people and job). We believe that
this concept represents special features of the service sphere in general and of non-profit
organisation operations in particular.
Опис
Ключові слова
marketing, marketing mix, non-profit organisations, NGOs
Бібліографічний опис
Prynko M. The features of marketing mix for non-profit organisations / M. Prynko, J. Chudzian // Annals of Marketing Management & Economics. – 2017. – Vol. 3, No 1. – Р. 89–107.