 Marketing Science as Approached into a Nonprofit ContextVonțea Andreea-Angela ()
International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 2, 99-105 Abstract: From a conceptual point of view, the historical course of marketing science has indicated that it can assimilate new valences, as a reference is made to the nonprofit sector. Its distinctive character has as a precedent the distinctive character of the domain in cause. Consequently, through the nature of its purpose, the work seeks to facilitate the shaping of a rigorous conceptual framework of the marketing operationalization in a different field from the conventional one. In order to provide a better theoretical understanding of such an approach, the elements that ensure the peculiarities of social marketing’s theoretical framework are highlighted. Last but not least, in terms of revealing the importance of the fundraising activity by the means of using the concept of marketing by nonprofit organizations, the paper highlights the characteristics associated with building donor relationships as a way of aligning the mission statement formulated by the nonprofit organization and the meaning of offering a donation by the person who approaches this endeavor. Keywords: nonprofit organizations; nonprofit marketing; fundraising; social marketing. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:1:y:2018:i:2:p:99-105 Access Statistics for this article More articles in International Conference on Marketing and Business Development Journal from The Bucharest University of Economic Studies Contact information at EDIRC. |
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