IDEAS home Printed from https://ideas.repec.org/a/aes/icmbdj/v1y2018i2p99-105.html
   My bibliography  Save this article

Marketing Science as Approached into a Nonprofit Context

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2018/ICMBDJ_V2_2018_70.pdf
    Download Restriction: no
    ---><---

    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.
    3. Dann, Stephen, 2010. "Redefining social marketing with contemporary commercial marketing definitions," Journal of Business Research, Elsevier, vol. 63(2), pages 147-153, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shahzad Khurram & Sandra Charreire Petit, 2017. "Investigating the Dynamics of Stakeholder Salience: What Happens When the Institutional Change Process Unfolds?," Journal of Business Ethics, Springer, vol. 143(3), pages 485-515, July.
    2. Christos Ntais & Jean Suvatjis & Yioula Melanthiou, 2023. "Medical Cannabis: Modeling a Destigmatization Process for its Candidacy to Become a Pharmaceutical Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 612-633.
    3. André Sobczak & Christelle Havard, 2015. "Stakeholders’ Influence on French Unions’ CSR Strategies," Journal of Business Ethics, Springer, vol. 129(2), pages 311-324, June.
    4. Pitriyanti, Pipit, 2019. "Financial Inclusion Acceleration through Islamic Social Economic Activity," MPRA Paper 97854, University Library of Munich, Germany.
    5. Czinkota, Michael & Kaufmann, Hans Rüdiger & Basile, Gianpaolo & Ferri, Maria Antonella, 2020. "For-Benefit Company (fBComp): An innovative social-business model. The Italian case," Journal of Business Research, Elsevier, vol. 119(C), pages 377-387.
    6. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
    7. Ester Guijarro & Cristina Santadreu-Mascarell & Beatriz Blasco-Gallego & Lourdes Canós-Darós & Eugenia Babiloni, 2021. "On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    8. William Lesch & Johannes Brinkmann, 2011. "Consumer Insurance Fraud/Abuse as Co-creation and Co-responsibility: A New Paradigm," Journal of Business Ethics, Springer, vol. 103(1), pages 17-32, April.
    9. Benjamin Neville & Simon Bell & Gregory Whitwell, 2011. "Stakeholder Salience Revisited: Refining, Redefining, and Refueling an Underdeveloped Conceptual Tool," Journal of Business Ethics, Springer, vol. 102(3), pages 357-378, September.
    10. Saraiva, Andrea & Pinto, Patrícia & Agapito, Dora, 2015. "Using Corporate Social Marketing in the Power Sector: A Case Study on Energy Efficiency," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 175-192.
    11. Saraiva, Andrea & Pinto, Patrícia, 2015. "Placing Social Marketing in the Practice of Corporate Social Responsibility: Focusing on Environmental Issues," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 3(3), pages 227-238.
    12. Samantha Miles, 2017. "Stakeholder Theory Classification: A Theoretical and Empirical Evaluation of Definitions," Journal of Business Ethics, Springer, vol. 142(3), pages 437-459, May.
    13. Gordon Liu & Wai-Wai Ko, 2011. "Social Alliance and Employee Voluntary Activities: A Resource-Based Perspective," Journal of Business Ethics, Springer, vol. 104(2), pages 251-268, December.
    14. Hu, Nan & Liu, Ling & Tripathy, Arindam & Yao, Lee J., 2011. "Value relevance of blog visibility," Journal of Business Research, Elsevier, vol. 64(12), pages 1361-1368.
    15. repec:tur:wpapnw:5 is not listed on IDEAS
    16. Muhammad Mubushar & Shahid Rasool & Muhammad Imtiaz Haider & Roberto Cerchione, 2021. "The impact of corporate social responsibility activities on stakeholders' value co‐creation behaviour," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1906-1920, November.
    17. Wu, Mao-Ying & Wall, Geoffrey & Pearce, Philip L., 2014. "Shopping experiences: International tourists in Beijing's Silk Market," Tourism Management, Elsevier, vol. 41(C), pages 96-106.
    18. Rita Ferreira Gomes & Beatriz Casais, 2018. "Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 591-607, December.
    19. Gordon Liu & Wai Wai Ko, 2014. "An integrated model of cause-related marketing strategy development," AMS Review, Springer;Academy of Marketing Science, vol. 4(3), pages 78-95, December.
    20. Wilden, Ralf & Leiblein, Michael J. & Lin, Nidthida, 2024. "Exploring performance heterogeneity: Integrative insights from strategic management and marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    21. Michael J. Zyphur & Dean C. Pierides, 2017. "Is Quantitative Research Ethical? Tools for Ethically Practicing, Evaluating, and Using Quantitative Research," Journal of Business Ethics, Springer, vol. 143(1), pages 1-16, June.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:icmbdj:v:1:y:2018:i:2:p:99-105. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.