search query: @author Purtschert, R. / total: 6
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| Author: | Purtschert, R. |
| Title: | Das FST-Marketingmodell fuer Nonprofit-Organisationen. |
| Journal: | Unternehmung
1989 : SEP, VOL. 43:5, p. 405-416 |
| Index terms: | MARKETING MODELS NON-PROFIT ORGANIZATIONS |
| Language: | ger |
| Abstract: | The mission and management of nonprofit organizations (NPOs) are characterized. The application of marketing concepts for NPOs is justified. A marketing model is described which had been developed by the researchers of the Freiburg University. This FST marketing model is based upon the FST-NPO management model consisting of three subsystems: environment; marketing and performance; management. It is shown how marketing can be inserted effectively into the management concepts and techniques of NPOs. Four stages of the process are described: analysis; strategy making; development; implementation. The characteristics of marketing philosophy and marketing management in associations and co-operatives are discussed in detail. |
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