Marketing Communication Strategies in Nonprofit Organisations

Marcos Komodromos ()
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Marcos Komodromos: University of Nicosia

Chapter Chapter 6 in Non-Profit Organisations, Volume I, 2024, pp 117-144 from Palgrave Macmillan

Abstract: Abstract Innovations have transformed all business activities in both profit and nonprofit organisations., including marketing. As such, nonprofit organisations (NPOs) must be conscious of marketing communication strategies and embrace them to promote their success. The research question sought to be answered is: What are the marketing communication strategies used in Cypriot-based nonprofit organisations? In this study, a qualitative methodology and case study design was applied. Braun and Clarke’s six-step thematic analysis was applied to assess data from the 78 purposefully sampled participants. Based on the thematic analysis, it was identified that the marketing communication strategies used in Cyprus could be categorised as online or hybridised (online/digital) marketing.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-62399-8_6

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DOI: 10.1007/978-3-031-62399-8_6

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