The use of marketing in nonprofit organizations

Author

Elizabeth Kehret, University of Northern IowaFollow

Availability

Open Access Graduate Research Paper

Keywords

Nonprofit organizations--Marketing;

Abstract

The focus of this research is to conduct a comprehensive literature review on how marketing first began in the nonprofit sector, how it has grown and changed, and finally how nonprofits utilize marketing today using a variety of tools. All nonprofit organizations face competition in today's market whether it is from other nonprofit organizations or from the business sector. Leadership of nonprofit organizations must understand the strengths and weaknesses of different strategies; how to best utilize marketing them; and how to make them effective for their organization in order to capture their share of the market. In today's market, every single dollar counts.

Find Additional Related Research in UNI ScholarWorks

To find related research in UNI ScholarWorks, go to the collection of Health, Physical Education, and Leisure Services Graduate Research Papers written by students in the School of Health, Physical Education, and Leisure Services, College of Education, at the University of Northern Iowa.

Year of Submission

2015

Degree Name

Master of Arts

Department

School of Health, Physical Education, and Leisure Services

Department

Division of Leisure, Youth and Human Services

First Advisor

Rodney Dieser, Chair

Date Original

2015

Object Description

1 PDF file (44 pages)

Copyright

©2015 Elizabeth Kehret

Language

en

File Format

application/pdf

Recommended Citation

Kehret, Elizabeth, "The use of marketing in nonprofit organizations" (2015). Graduate Research Papers. 81.
https://scholarworks.uni.edu/grp/81