The features of marketing mix for non-profit organisations

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dc.contributor.authorPrynko, Mariana
dc.contributor.authorChudzian, Joanna
dc.date.accessioned2020-01-24T16:15:16Z
dc.date.available2020-01-24T16:15:16Z
dc.date.issued2017
dc.description.abstractThis 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.uk_UA
dc.identifier.citationPrynko 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.uk_UA
dc.identifier.urihttps://elar.khmnu.edu.ua/handle/123456789/8667
dc.language.isoenuk_UA
dc.publisherAnnals of Marketing Management & Economicsuk_UA
dc.subjectmarketinguk_UA
dc.subjectmarketing mixuk_UA
dc.subjectnon-profit organisationsuk_UA
dc.subjectNGOsuk_UA
dc.titleThe features of marketing mix for non-profit organisationsuk_UA
dc.typeСтаттяuk_UA
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