Search results for: charity-marketing

Charity Marketing Ideas

Author : Ehsan Zarei
File Size : 77.81 MB
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Charity Marketing

Author : Ian Bruce
File Size : 68.13 MB
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Over the last ten years, the need to use and understand a marketing approach has become ever more crucial to every organisation in the not-for-profit sector - and is an aspect of charity management which is still increasing in importance. This book, written by Ian Bruce, examines this topic.

Assessing the Potential of Sponsorship for Marketing Communications of Scottish Charities

Author : Lea Horn
File Size : 44.67 MB
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Master's Thesis from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Edinburgh Napier University, language: English, abstract: Recent trends in the charity sector predict a challenging future in terms of procuring funding, as the Scottish Government is likely to decrease funds allocated to the third sector. In this context, this study aims to critically evaluate the potential of sponsorship as a marketing communications method for Scottish charities with focus on charities as the sponsoring entity. The author considers this assessment important, as it possibly holds the potential to generate sustainable government-independent funding through increased brand and cause awareness. The study is supported by a qualitative mono-method inductive research approach consisting of seven individual face-to-face interviews with a panel of experts from the corporate and charity marketing industries. Comparing marketing communications theory, sponsorship theory in particular as well as third sector theory with the research findings, this research project arrives at outlining possibilities for the development of starting points to develop fund-procuring methods with the means of sponsorship or adapted forms of it. One can record the following assumptions in regard to the feasibility of an implementation of sponsorship into charity marketing communications: Sponsorship provides significant benefits in terms of brand enhancement and identification, which would allow for a more targeted communication of the cause. Sponsorship can be deemed effective; yet, there is no predictability in measurement, which decreases its full applicability. Despite its favourable benefits, sponsorship is not viewed as viable for a use in the charity context due to a moral dilemma in justifying its cost. However, alterations or particular sections of sponsorship might be imaginable. Nonetheless, the study is underpinned by limitations like the small sample size and restricted locational aspects surrounding the sampling, which, however, offer great potential for future research in this field.

Marketing

Author : Michael R. Solomon
File Size : 42.48 MB
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Previous ed. entered under: Solomon, Michael R.

Services Marketing

Author : Helen Woodruffe
File Size : 46.15 MB
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This text provides a comprehensive analysis of the development of services marketing theory and management within a practical manager-orientated framework. Issues such as service quality, internal marketing and relationship marketing are explored against a strategic marketing background. The services marketing mix is explained in detail and the book's focus extends to marketing research, marketing planning and marketing management.

Marketing

Author :
File Size : 84.49 MB
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Successful Charity Marketing

Author : Ian Bruce
File Size : 40.6 MB
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Focusing on charity positioning and brand loyalty, which many see as the way forward, this work takes commercial marketing tools and applies them to voluntary organization activities such as service provision, fund raising and pressure group work.

Marketing

Author : Henry Assael
File Size : 90.17 MB
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The chapters form the core of the book and represent the key areas of product, distribution, promotion and price.... The integration of concepts and applications in a student-friendly manner is the focus of this book. Marketing concepts are introduced in a process approach in which marketing is described as a series of processes, market segmentation, new-product development, promotional decisions, and so forth. -Pref.

The Art of the Possible

Author : G. Richard Ambrosius
File Size : 78.57 MB
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Marketing Communication and Promotion

Author : William G. Nickels
File Size : 86.71 MB
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Journal of Public Policy Marketing JPP M

Author :
File Size : 64.81 MB
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Principles of Marketing

Author : Charles W. Lamb
File Size : 33.63 MB
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Exploring Marketing Research

Author : William G. Zikmund
File Size : 55.61 MB
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Web Marketing Applied

Author : Joe Tracy
File Size : 36.82 MB
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Introduces critical Web marketing techniques.

Marketing Your Law Firm

Author : Lucy Adam
File Size : 88.46 MB
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Marketing Your Law Firm provides a step-by-step guide to developing and implementing a marketing plan for your firm. It is logically structured into three main parts: marketing planning; market and client research; and promotion. The free disk that accompanies this title should help you to develop your own marketing plan, suited to the specific needs of your firm.

Direct Marketing

Author : Herbert Katzenstein
File Size : 87.21 MB
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Sources of U K Marketing Information

Author : Gordon Prestoungrange
File Size : 86.81 MB
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Cause Related Marketing

Author : Jenny Graff
File Size : 68.27 MB
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Inhaltsangabe:Abstract: Cause-related marketing (CRM) has become a widely discussed topic as well as an increasingly important marketing technique. In this paper, the subject is analysed not from the usual perspective of companies, but from the charities point of view, focusing on the example of British cancer charities. The study shows that cause-related marketing has developed in context of a changing business environment and growing customer demand. Its relevance is highlighted with regard to consumer behaviour theories, introducing CRM as an innovative and promising marketing tool. From the fierce competition in today s market-place for charities and the changing attitude of donors, emerges the need for new charity marketing techniques. CRM is already widely used in the marketing of cancer-related organisations, as show various examples outlined in the text. However, the potential is not yet fully exploited and some substantial problems remain, especially in terms of company cooperation and missing empirical data. As a result of the investigation, cancer charities are recommended to extend their CRM activities, to prepare for the arising tasks internally and to communicate their programmes openly to the public. Additionally, extensive future research is suggested to gain more knowledge about the effects of cause-related marketing. This study comprises comprehensive material from secondary sources, such as books, articles and reports, along with extensive Internet research. Complementary, an in-depth interview provides insight into the work of Cancer Research UK. The findings of this paper are of special interest for charities and companies alike, as well as for marketing students and lecturers. Inhaltsverzeichnis:Table of Contents: 1.Introduction5 1.1Scope and Objectives of the Paper5 1.2Structure of the Study6 2.Methodology7 2.1Secondary Research7 2.2Primary Research8 2.3Case Study Approach8 PART I - CAUSE-RELATED MARKETING AS A MARKETING TOOL9 3.Background and Implications of Cause-related Marketing10 3.1The Rise of Corporate Social Responsibility10 3.2The History and Development of Cause-related Marketing12 3.3The Definition of Cause-related Marketing13 3.4Different Types of CRM Activities14 3.4.1Product Endorsement14 3.4.2Non-sales Orientated CRM14 3.4.3CRM Advertising and Sponsorship14 3.4.4CRM Community Partnerships14 4.Cause-related Marketing and Consumer Behaviour15 4.1Maslow s Hierarchy of Needs and the [...]

Internet Marketing

Author : Carolyn F. Siegel
File Size : 45.37 MB
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Siegel offers a comprehensive textbook--complemented by extensive online support--for the fastest growing section of the curriculum across the country. Complete integration of print and web components allows the accompanying site to act as an extension of the text. Interactive cases, project-based activities, and new content is regularly updated by the author.

Tax Exempt Charitable Organizations

Author :
File Size : 68.7 MB
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