Identyfikacja cech marketingu organizacji non-profit

• Autorzy: Barbara Iwankiewicz-Rak

Warianty tytułu

Identification of Marketing Features in Non-profit Organizations

• Języki publikacji: PL

Abstrakty

W artykule omówiono cechy instytucji niedochodowej, zasady formułowania strategii marketingowej dla tego typu instytucji oraz zasady i procedury marketingu społecznego i reklamy społecznej

EN

In 1969 Ph. Kotler and S.J. Levy argued that marketing concept should be broadened to include a non-profit sektor of society. Marketing is a management process. It is a late arrival to the management of non-profit organizations because they differ from business organizations. Non-profit organizations provide services or products for people who may be called as consumers, custodians, clients or society. The non-profit sector offers public goods. Many public services are "Free of charge" in this sense that the consumer does not pay directly for the service. They can offer physical objects, services, people, places, ideas and organizations. Their products are intangibility, inseparability, variability and perishability. This organizations have major variables that can be controlled in order to arrive at their marketind strategy. These are: - 4p: product/service, price, promotion and place, - Appeal: product/service, price, ensure, advertise, launch, - CAPS: costs, acces, partnership, strategy. These elements can be manipulated and varied to improve the effectiveness of a marketing programme. The characteristics of services will have a major influence on marketing strategy. So they have to adopt the concept of service marketing, social marketing and partnership marketing. There are main features of non-profit organizations which determine concept of non-profit organizations marketing. (original abstract)

Słowa kluczowe

PL

Marketing-mix; Marketing usług; Strategia marketingowa; Organizacje non-profit; Usługi społeczne niematerialne

EN

Marketing-mix; Service marketing; Marketing strategy; Non-profit organisations; Non-material social services

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing
• Rocznik: 1999
• Tom: 12
• Numer: nr 824 Problemy teorii i praktyki marketingu
• Strony: 38--47

Twórcy

autor

Barbara Iwankiewicz-Rak

Bibliografia

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• Kotler Ph., Levy S.J.: Broadening the Concept of Marketing. "Journal of Marketing" Jan. 1969, s. 10.
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