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Key Trends of Study in the Sphere of Nonprofit Marketing

Author

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  • Emil Hristov

    (University of National and World Economy, Sofia, Bulgaria)

Abstract

This article firstly specifies all key trends of study in the sphere of nonprofit marketing (marketing of non-economic activities and/or for the needs of nonprofit/non-governmental organizations). Furthermore, a detailed analysis has been done on some major research works concerning two key trends, i.e. fundraising (gathering financial resources) and market ori­entation of nonprofit organizations in developed countries in recent decades. In particular, the article highlights the main characteristics and concepts defined by scientists and practitioners in the abovementioned key trends, followed by the author’s respective comments, summaries and conclusions.

Suggested Citation

  • Emil Hristov, 2015. "Key Trends of Study in the Sphere of Nonprofit Marketing," Ikonomiceski i Sotsialni Alternativi, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 118-129, Janyary.
    • Handle: RePEc:nwe:iisabg:y:2015:i:1:p:118-129
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    More about this item

    Keywords

    key trends; nonprofit marketing;

    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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