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Down Town Disaster

In: Social Issues

Submitted By azan
Words 4036
Pages 17
The use of an appropriate marketing mix and communication
Methods are vital to support the strategy of a humanitarian
Non-Governmental Organization
FINAL
Marketing is often described as the activities which a company or organization undertakes in selling and buying products and services. It involves promoting their products and services through advertising, sales, and delivery to clientele. Marketing is often embedded in the marketing mix which states the four ‘Ps’ of marketing which are product, place, promotion, and price. Marketing involves concept such as customer relationship management, business marketing, societal marketing, and branding. Customer relationship management refers to the activities conducted to provide the best possible interaction between the organization and its clients to ensure they build loyalty (Piercy and Evans 1983:19). Business marketing refers to the activities that organizations or companies take to market themselves to other organizations through providing quality goods and services that make other organizations want to be associated with them. Societal marketing refers to curtailing harmful activities that may occur in the society and ensuring the society in which the organization is working benefits more in the long run. Lastly, branding is the philosophy of the company to create a proper image that clients are proud to be associated with (Ferrell and Hartline 2010: 88-90).
For humanitarian organizations, marketing refers to all activities that the organization undertakes in ensuring that they market their activities to donors and funding organizations (Rose-Ackerman 1982: 195-196). It also involves customer relationship management through ensuring that the donors are satisfied with the activities , the organization is undertaking while ensuring that the number and volume of grants continues to increase over the years

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