Open Access Graduate Research Paper
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.
Date of Award
Master of Arts
School of Health, Physical Education, and Leisure Services
Division of Leisure, Youth and Human Services
Rodney Dieser, Chair
1 PDF file (44 pages)
©2015 Elizabeth Kehret
Kehret, Elizabeth, "The use of marketing in nonprofit organizations" (2015). Graduate Research Papers. 81.