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dc.contributor.advisorLi, Yang
dc.contributor.authorScott, Emily L.
dc.description28 p.en_US
dc.description.abstractIn the field of marketing, the concept of relationship marketing is both an old and a new one. Evert Gummesson sums this up by discussing the fact that while the term of relationship marketing is new, the phenomenon has existed for some time (2002, p. 295). In their discussion on the evolution of relationship marketing, Sheth and Parvatiyar point out the fact that relationship marketing existed before the Industrial Era and well before the discipline of marketing was even established (2000). Many studies have tested different variables as key constructs for relationship marketing success. Specifically, Arnett, German, and Hunt tested identity salience as a key construct in the case of nonprofit organizations and found that the three relationship-inducing factors of satisfaction, prestige, and participation positively influence how strongly one identifies with an identity (2003). Arnett, German, and Hunt provide a scholarly look into what is happening in nonprofit marketing. My internship with Special Olympics Miami-Dade County in the summer of 2005 shows the applicability of this study's results to a nonprofit organization. Additionally, the study's results confirm the path of marketing that this organization has chosen to undertake. The importance of this cannot be missed because the shift towards relationship marketing today may signal an overall paradigm shift in the discipline of marketing.en_US
dc.relation.ispartofKalamazoo College Economics and Business Senior Individualized Projects Collection
dc.relation.ispartofseriesSenior Individualized Projects. Economics and Business.;
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.
dc.titleNonprofit Organizations and Relationship Marketing As Applied to Special Olympics Miami-Dade Countyen_US
KCollege.Access.ContactIf you are not a current Kalamazoo College student, faculty, or staff member, email to request access to this thesis.

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  • Economics and Business Senior Integrated Projects [1202]
    This collection includes Senior Integrated Projects (SIP's) completed in the Economics and Business Department. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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