Instruments of the Marketing Mix in Non-Governmental Organizations – the Results of Empirical Research

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dc.contributor.authorKwak, Wioletta
dc.date.accessioned2016-02-24T14:33:10Z
dc.date.available2016-02-24T14:33:10Z
dc.date.issued2015
dc.description.abstractThe aim of the article is to present the instruments of the marketing mix of NGOs in light of empirical research. Marketing mix is the set of instruments for the implementation of marketing strategies of the organization. The paper presents selected results of research on the role of marketing strategies of non-profit organizations in creating value for stakeholders. In the literature one can find different concepts of “marketing mix”, for example, “4P”, “5P”, “7P”, “4C”. The survey results are presented in terms of “4C”. It is a concept by R. Lauterborn presenting marketing tools from the perspective of the organization’s client (Lauterborn, 1990, p. 26).pl
dc.identifier.citationBusiness and non-profit organizations facing increased competition and growing customers' demands : vol. 14. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU and Fundacja Upowszechniająca Wiedzę i Naukę “Cognitione”, cop. 2015. - S. 81-95pl
dc.identifier.isbn978-83-65196-21-7
dc.identifier.urihttp://hdl.handle.net/11199/8955
dc.language.isoenpl
dc.publisherWyższa Szkoła Biznesu - National-Louis University in Nowy Sącz and Fundacja Upowszechniająca Wiedzę i Naukę “Cognitione”pl
dc.rightsopen accesspl
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Poland*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/pl/*
dc.subjectnon-governmetal organizationspl
dc.subjectNGOspl
dc.subjectpublic benefit organizationspl
dc.subjectnon-profit organizationspl
dc.subjectmarketing mixpl
dc.subject“4C”pl
dc.subjectmarketing instrumentspl
dc.titleInstruments of the Marketing Mix in Non-Governmental Organizations – the Results of Empirical Researchpl
dc.typebookPartpl

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