Key Trends of Study in the Sphere of Nonprofit Marketing

Emil Hristov ()
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Emil Hristov: University of National and World Economy, Sofia, Bulgaria

Ikonomiceski i Sotsialni Alternativi, 2015, issue 1, 118-129

Abstract: This article firstly specifies all key trends of study in the sphere of nonprofit marketing (marketing of non-economic activities and/or for the needs of nonprofit/non-governmental organizations). Furthermore, a detailed analysis has been done on some major research works concerning two key trends, i.e. fundraising (gathering financial resources) and market ori­entation of nonprofit organizations in developed countries in recent decades. In particular, the article highlights the main characteristics and concepts defined by scientists and practitioners in the abovementioned key trends, followed by the author’s respective comments, summaries and conclusions.

Keywords: key trends; nonprofit marketing (search for similar items in EconPapers)
JEL-codes: L31 M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iisabg:y:2015:i:1:p:118-129

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