The master thesis is focused on marketing and its applicability in non-profit sector. In general, it evaluates the usefulness of marketing in a non-profit organization and also the specific issues of social marketing and its usage in this context. The various marketing tools are explained more closely. The theoretical findings are used in a practical part which is devoted to the non-profit organization Light for the World. After the presentation of the organization, the marketing practices defined in the theoretical part are applied. Based on a marketing analysis, the strengths and weaknesses of the organization are identified and the opportunities and threats are specified. A marketing research is also included and leads to an identification and description of the target segments of donors and volunteers and outlines the possible changes and own recommendations for marketing mix in the organization.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:112680 |
| Date | January 2011 |
| Creators | Procházková, Lenka |
| Contributors | Lhotáková, Markéta, Jurek, Martin |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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