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Маркетинговый подход к фандрайзингу: теоретический аспект
Маркетинг в России и за рубежом. 2016. № 2. С. 18-27.
Korneeva I.
The article discusses theoretical aspects of marketing approach to fundrasing in nongovernmental organizations. The author analyzes the marketing concept of fundraising, discusses major approaches to its measuring and provides and in-depth account of its major components: collecting information about needs, preferences, motives of donors, distribution of information between employees and departments of an organization, coordinated response initiated on the basis of this information and providing for planning and realization of marketing programs.
Keywords: маркетингmarketingфандрайзингfundraisingмаркетинг некоммерческих организацийmarketing non-profit organizations
Publication based on the results of:
Korneeva I., Маркетинг в России и за рубежом 2016 № 5 С. 4-12
The article describes theoretical aspects of using marketing in work of NCOs. The paper argues that the concept of marketing is worth to expand to the study of nonprofit sector, market orientation as a form of realization of the concept of marketing in non-commercial organizations has been analyzed both as a philosophy, giving rise to ...
Added: September 30, 2016
Korneeva I., Маркетинг в России и за рубежом 2016 № 6 С. 56-63
The article discusses application of marketing in activities of nonprofit organizations. Based on all Russian survey of NGO leaders (2015, N=850) we describe marketing activities of Russian NGOs, suggest their classification according to the form of the marketing activities they use. We analyze correlations of marketing activites and different aspects of functioning of Russian NGOs ...
Added: September 30, 2016
Novatorov E. V., Consumer Social Responsibility eJournal 2013 Vol. 2 No. 68 P. 1-28
ABSTRACT The author deconstructs the prevailing conceptualization of public sector marketing and concludes it rests on three principles: voluntary exchange, an open system organization,and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a ...
Added: October 29, 2013
Novatorov E. V., Маркетинг в России и за рубежом 2014 Т. 6 № 104 С. 3-15
The article discusses the controversial concept of marketing for non-profit organizations. The existing theory of marketing for non-profit organizations developed with borrowing some concepts from the social sciences. From sociology, organizational behavior and anthropology were borrowed the concept of the organization as an open system, motivation, self-interest, bilateral voluntary exchange. Alternative concepts of organization, motivation ...
Added: December 8, 2014
М. : Экон-Информ, 2018
Аddresses education in the field of advertising, marketing, public relations ...
Added: April 18, 2018
М. : Издательство Московского гуманитарного университета, 2015
The collection contains materials of scientific-methodical conference, held 16-18 April 2015 at the Moscow University for the Humanities ...
Added: March 18, 2016
Sheresheva M. Y., Калмыкова Н. М., Валитова Л. А. et al., Вестник Московского университета. Серия 6: Экономика 2017 № 1 С. 147-168
The paper discusses the results of the consumer behavior survey conducted in the research project “Social and economic activity of the mature age people (50+): needs, satisfaction, consumer behavior models, interaction with business and authorities”. The findings confirm that creation of products and services for the older age cohorts must take into account both physiological ...
Added: October 18, 2019
Korneeva I., Мониторинг общественного мнения: Экономические и социальные перемены 2016 № 4 С. 48-66
The article discusses fundraising – the process of mobilizing resources from external sources for the purpose of public good. The analysis is based on the data from standardized face-to-face interviews with the leaders of nongovernmental organizations in 33 regions of the Russian Federation collected in 2015 (N=850), and in-depth interviews with NGO leaders and specialists ...
Added: September 30, 2016
Издательский дом Гребенникова, 2002
В сборнике собраны 17 лучших статей по проблематике маркетинговых исследований за 1996-2001 гг., опубликованных в журнале "Маркетинг и маркетинговые исследования в России". ...
Added: January 26, 2016
Novatorov E. V., Marketing Science eJOURNAL 2016 Vol. 9 No. 28 P. 1-40
The broadening marketing concept was introduced in 1969 and was
initially well-received by marketing scholars. However, during
the subsequent four decades, the concept has been increasingly
questioned and has divided marketing scholars into two opposing
camps. This paper traces the evolution of the broadening
marketing proposition and critically examines the arguments put
forward against the ...
Added: October 3, 2016
Korneeva I., Менеджмент в России и за рубежом 2016 № 6 С. 4-12
Theoretical issues of fundraising implementation in nonprofits are covered in the current article. Theoretical concept of fundraising is examined through four types of communications, which differ by sphere and by message. The authors highlight a ROPES that is a five-step process of fundraising, and justify an evolution of fundraising models from direct advocacy to establishing ...
Added: October 17, 2016
Novatorov E. V., СПб. : ИП Петров Д.А., 2015
The rapid development of the service sector in Russia, observed in the last decade, requiresscientific understanding and technological development, adequate international practice. University professors, undergraduate and graduate students, professionals, commercial companies every day have to face the necessity of "instrumentation" of decisions taken in accordance with the rules and principles of services marketing. In recent ...
Added: November 14, 2015
СВИВТ, 2019
Сборник материалов международных научно-практических конференций по проблемам социальной психологии, управления персоналом, менеджмента и маркетинга. Выпуск 2. Часть 2. Материалы VI Международной научно-практической конференции Гильдии Маркетологов и Финансового университета «Маркетинг России» – «Поиск новых маркетинговых решений для экономического роста», посвященной памяти А.П. Панкрухина, 25 октября 2018 года, Москва. ...
Added: October 25, 2019
М. : МИЭМ, 2003
Added: May 14, 2014
Yurik M., Макаров А. А., Калугина С. А., М. : МИЭЭ, 2015
Контрольно-измерительные материалы содержат тестовые задания, примерную тематику рефератов, вопросы к экзамену по дисциплине «Маркетинг предприятий различных видов деятельности», предназначенных для проверки знаний студентов, обучающихся по направлению подготовки 100700 «Торговое дело». ...
Added: March 26, 2015
М. : Изд-во РГГУ, 2015
The book is a collection of articles prepared on the basis of reports by Russian and foreign experts at the International Conference & quot; Actual problems of management & quot;. & Nbsp; The conference was held at the Russian State University for the Humanities in March 2015 ...
Added: March 9, 2016
М. : Экон-Информ, 2017
Collection of reports on the problems of modern education and research in the field of advertising and PR ...
Added: June 15, 2017
Kuzin D. A., Никифоров С. А., Новости маркетинга 2005 № 7 С. 19-24
В данной статье сравниваются две методики, которые могут применяться специалистами в области маркетинга для оценки конкурентного окружения на рынке. ...
Added: December 9, 2012
Shushkin M., Любчанская Е. А., Маркетинг в России и за рубежом 2017 № 1 С. 38-48
The present study analyzes the prospects of the development and positioning practices of one of the fastest growing HoReCa-segments in large cities of Russia.
This study responds to a number of questions:
- Which forms of differentiations from competitors are the most demand among the researched cafes in big cities in Russia?
- What constraints and enabling factors ...
Added: October 19, 2017
Karacharovskiy V., Problems of Economic Transition 2011 Vol. 53 No. 11 P. 23-38
The author argues that in crisis conditions a survival strategy for firms does not consist in abandoning investment but in adopting breakthrough ideas and technologies and applying them to production. ...
Added: February 7, 2013
Bielsko-Biala : University of Bielsko-Biala Press, 2015
The monograph presents selected problems of management,economics, business, pointing to possible solutions in specific areas ...
Added: July 16, 2015
М. : Экон-Информ, 2016
В настоящем сборнике собраны материалы XX Юбилейной Международной конференции заведующих кафедрами маркетинга, рекламы, связей с общественностью и смежных направлений, которая проходила 14-16 апреля 2016 г. в Российской академии народного хозяйства и Государственной службы при Президенте РФ (РАНХиГС) ...
Added: February 24, 2017
Prague : MAC Praque consulting LTD, 2016
Conference Proceedings of MAC-MME (Multidisciplinary Academic Conference - Management, Marketing and Economics) 2016, organised by Academic Conferences Association - the Non-profit organization providing expert advice in the field of education. The organization regularly organizes academic conferences for scientists and university teachers and students ...
Added: December 21, 2016
Novatorov E. V., Ethics eJournal 2013 Vol. 6 No. 163 P. 2-28
ABSTRACT The author deconstructs the prevailing conceptualization of public sector marketing and concludes it rests on three principles: voluntary exchange, an open system organization,and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a ...
Added: October 29, 2013