Applying sales promotion competitions to nonprofit contexts

Peattie, Susan 2003. Applying sales promotion competitions to nonprofit contexts. International Journal of Nonprofit and Voluntary Sector Marketing 8 (4) , pp. 349-362. 10.1002/nvsm.225

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Abstract

This paper discusses the applicability of sales promotions within not-for-profit (NFP) marketing, and argues that some of the widely held prejudices about sales promotions have acted to obscure their potential contribution to a range of NFP markets. Understanding this potential requires a clearer understanding of the strengths and weaknesses of specific sales promotion techniques. The paper presents frameworks for classifying both sales promotions and marketing contexts, which can help an understanding of which sales promotions might work in particular NFP contexts. The paper then focuses on a specific type of sales promotion, which represents a potentially valuable and versatile tool for NFP marketers, the sales promotion competition. It details the benefits that sales promotion competitions can offer NFP marketers, and also contributes some guidelines to aid in running them effectively.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HG Finance H Social Sciences > HS Societies secret benevolent etc
Publisher:	Wiley Blackwell
ISSN:	1465-4520
Related URLs:	http://onlinelibrary.wiley.com/doi/10.10...
Last Modified:	19 Mar 2016 23:06
URI:	https://orca.cardiff.ac.uk/id/eprint/38650

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