Internet Marketing for Non-Profits : Mapping Behaviors to Outline Strategies
The thesis investigates differences between non-profits and commercial organization in how marketing online should be performed. Factors that are different are searched for through qualitative interviews but also from an online form posted on a website. The website was made using traditional marketing theories and then used as a tool to find possible differences. It was discovered that among the respondents, price and place from McCarthy’s classic 4P model had become obsolete in this new milieu and should be replaced by credence and compassion.
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