Nonprofit Organizations and Relationship Marketing As Applied to Special Olympics Miami-Dade County
Loading...
Authors
Scott, Emily L.
Issue Date
2005
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
In 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.
Description
28 p.
Citation
Publisher
License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.