Browsing by Author "COULIBALY, Assitan"
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Item USE OF MARKETING STRATEGIES IN NON-PROFIT ORGANIZATION IN TURKEY(2021-11-04) COULIBALY, Assitan; ÖZGEN, PelinThe ideas of marketing for non-profit organisations are not so familiar in traditional thinking of marketing. Classical concept of marketing is for profit gain and benefit maximization while non-profit organisations are seeking to provide humanitarian services to those in need without making money. However, the concept of nowadays marketing is beyond that of classical thinking of advertising for doing advertisement. Research has shown that marketing has a lot to offer to the non-profit organizations in order to endure, develop, and to reinforce their commitments to the general government assistance (Kotler, 1979). The study aims to highlight how marketing practices can be conceptualised in non-profit organizations (NPOs) and the ability of non-profit organizations to achieve sustainability. Non-profit marketing is the use of marketing by NPOs to deliver message, advertise the organization as well as raise donations. Sustainability in the non-profit sector is being able to reasonably address the necessities of the community in a way that satisfies inner and outer difficulties. Any sustainable practice whether enormous or not has the power to make the earth a better place to live. In this research a popular and successful non-profit organization, which is located in Ankara is considered as an example and their marketing practices are investigated. The results of the analysis reveal that the practices of marketing in the specified non-profit organization is high and their teams are very familiar with the dimensions of such practices. Moreover, the study has also displayed a great positive relationship between the practices of marketing and how that practices affect the sustainability of NPOs. Additionally, the specified NPO is accepted to perform well in creating awareness among its employees about marketing practices for promoting their image and their public utility for more sustainable outcomes and for high competitiveness advantage. On this basis, it is recommend that non-profit organization use marketing for positive effect on fundraising, event planning, public relations strategy, media relations, marketing strategy, and publications. Thus, marketing practices can expand the connections that the non-profit organization can draw on occasions and activities, also make the organization sustainable strong.