Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Marketing Management in Non-Governmental Organizations in Kosovo: MBA-thesis in markeging
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

This paper presents the marketing management of the nonprofit sector as a prerequisite for NGO sustainability. It examines the existing literature on the nonprofit marketing, the current situation of the local NGOs in Kosovo with regards to the application of marketing. The research methodology follows the introduction and presentation of the research objectives. The theoretical background introduces the necessary baseline to analyze empirical findings. The empirical findings and analysis reveal that nonprofit sector in Kosovo does not have a holistic marketing approach. The focus of the research is to emphasize the importance of marketing orientation, segmentation, and planning at nonprofit sector. Moreover, NGOs should create, communicate and deliver values based on customers’ (beneficiaries, volunteers, and donors) needs.

As a result of this research, a marketing plan guide was prepared.  The guide aims to educate NGOs in Kosovo about the benefits of having a holistic marketing approach and will serve as basis for further marketing planning.

Place, publisher, year, edition, pages
2010. , p. 76
Keywords [en]
Marketing management, Non-Governmental Organization (NGO), Kosovo, marketing plan, beneficiaries, volunteer, civil society, nonprofit sector
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-6528Archive number: E3BA: DiVA 042/2010OAI: oai:DiVA.org:hig-6528DiVA, id: diva2:303320
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-05-18 Created: 2010-03-11 Last updated: 2010-05-18Bibliographically approved

Open Access in DiVA

fulltext(461 kB)4779 downloads
File information
File name FULLTEXT01.pdfFile size 461 kBChecksum SHA-512
36712512cc57c67b6f5679e1f25af5addbfc74ae4b05f95e8e4c8fe2037645b515c446a8b725c5703904066d0d5c7208cc9b6ca298bf6e21be27da4edb4230b4
Type fulltextMimetype application/pdf

By organisation
Ämnesavdelningen för företagsekonomi
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 4779 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1593 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf