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Marketing Science as Approached into a Nonprofit Context

Author

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  • VonÈ›ea Andreea-Angela

    (The Bucharest University of Economic Studies, Romania)

Abstract

From a conceptual point of view, the historical course of marketing science has indicated that it can assimilate new valences, as a reference is made to the nonprofit sector. Its distinctive character has as a precedent the distinctive character of the domain in cause. Consequently, through the nature of its purpose, the work seeks to facilitate the shaping of a rigorous conceptual framework of the marketing operationalization in a different field from the conventional one. In order to provide a better theoretical understanding of such an approach, the elements that ensure the peculiarities of social marketing’s theoretical framework are highlighted. Last but not least, in terms of revealing the importance of the fundraising activity by the means of using the concept of marketing by nonprofit organizations, the paper highlights the characteristics associated with building donor relationships as a way of aligning the mission statement formulated by the nonprofit organization and the meaning of offering a donation by the person who approaches this endeavor.

Suggested Citation

  • VonÈ›ea Andreea-Angela, 2018. "Marketing Science as Approached into a Nonprofit Context," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 99-105, December.
    • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:99-105
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    References listed on IDEAS

    as
    1. Simon Knox & Colin Gruar, 2007. "The Application of Stakeholder Theory to Relationship Marketing Strategy Development in a Non-profit Organization," Journal of Business Ethics, Springer, vol. 75(2), pages 115-135, October.
    2. Frumkin, Peter, 2010. "The Essence of Strategic Giving," University of Chicago Press Economics Books, University of Chicago Press, number 9780226266275, November.
    3. Dann, Stephen, 2010. "Redefining social marketing with contemporary commercial marketing definitions," Journal of Business Research, Elsevier, vol. 63(2), pages 147-153, February.
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    More about this item

    Keywords

    nonprofit organizations; nonprofit marketing; fundraising; social marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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