Persistent Link:
http://hdl.handle.net/10150/578884
Title:
Nonprofit Resistance to Marketing: A Case Study
Author:
Urbina, Elena Luisa
Issue Date:
2015
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
This paper examines marketing issues in small, local nonprofit organizations as well as trends in the sector related to marketing. Specifically, it looks to uncover the root causes to the issue in the nonprofit sector of resistance to devoting resources to marketing efforts as well as the potential implications of this for those organizations. The results of this case study open up further questions and opportunities for research into the practices of this type of nonprofit regarding what can be done to change infrastructure and best practices in order to actively use marketing techniques to contribute to the goals of the organizations.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Business
Degree Grantor:
University of Arizona
Advisor:
Levy, Sidney

Full metadata record

DC FieldValue Language
dc.language.isoen_USen
dc.titleNonprofit Resistance to Marketing: A Case Studyen_US
dc.creatorUrbina, Elena Luisaen
dc.contributor.authorUrbina, Elena Luisaen
dc.date.issued2015en
dc.publisherThe University of Arizona.en
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en
dc.description.abstractThis paper examines marketing issues in small, local nonprofit organizations as well as trends in the sector related to marketing. Specifically, it looks to uncover the root causes to the issue in the nonprofit sector of resistance to devoting resources to marketing efforts as well as the potential implications of this for those organizations. The results of this case study open up further questions and opportunities for research into the practices of this type of nonprofit regarding what can be done to change infrastructure and best practices in order to actively use marketing techniques to contribute to the goals of the organizations.en
dc.typetexten
dc.typeElectronic Thesisen
thesis.degree.nameB.S.B.A.en
thesis.degree.levelbachelorsen
thesis.degree.disciplineHonors Collegeen
thesis.degree.disciplineBusinessen
thesis.degree.grantorUniversity of Arizonaen
dc.contributor.advisorLevy, Sidneyen
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