Marketing strategies of non-profit organizations

• Authors: Martin Iltis
• Languages of publication: EN

Abstracts

EN

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.

Keywords

EN

non-profit organization; non-profit sector; profit sector; marketing; marketing strategy

Discipline

• ECONOMICS: ECONOMICS

• Publisher: University Service Publishing, Prague, Czech Republic
• Journal: Czech Journal of Social Sciences, Business and Economics
• Year: 2014
• Volume: 3
• Issue: 3
• Pages: 6-17

Dates

published

2014-11-30

Contributors

author

Martin Iltis

• Redakce CJSSBE, Univerzitní servis, s.r.o., Trnkovo nám. 1112/2, 152 00 Praha 5, Czech Republic

Identifiers

ISSN

1805-6830