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Marketing Communication Strategies in Nonprofit Organisations

In: Non-Profit Organisations, Volume I

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  • Marcos Komodromos

    (University of Nicosia)

Abstract

Innovations have transformed all business activities in both profit and nonprofit organisations., including marketing. As such, nonprofit organisations (NPOs) must be conscious of marketing communication strategies and embrace them to promote their success. The research question sought to be answered is: What are the marketing communication strategies used in Cypriot-based nonprofit organisations? In this study, a qualitative methodology and case study design was applied. Braun and Clarke’s six-step thematic analysis was applied to assess data from the 78 purposefully sampled participants. Based on the thematic analysis, it was identified that the marketing communication strategies used in Cyprus could be categorised as online or hybridised (online/digital) marketing.

Suggested Citation

  • Marcos Komodromos, 2024. "Marketing Communication Strategies in Nonprofit Organisations," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), Non-Profit Organisations, Volume I, chapter 0, pages 117-144, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-62399-8_6
    DOI: 10.1007/978-3-031-62399-8_6
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