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Internet Marketing for Non-Profits: Mapping Behaviors to Outline Strategies
Uppsala University, Disciplinary Domain of Science and Technology, Mathematics and Computer Science, Department of Information Technology.
2009 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2009.
Series
UPTEC STS, ISSN 1650-8319 ; 09 029
Identifiers
URN: urn:nbn:se:uu:diva-111170OAI: oai:DiVA.org:uu-111170DiVA, id: diva2:279586
Presentation
(English)
Uppsok
Technology
Supervisors
Examiners
Available from: 2009-12-04 Created: 2009-12-04 Last updated: 2009-12-04Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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