Internet Marketing instruments of non-profit organizations of Ukraine

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Internet Marketing instruments of non-profit organizations of Ukraine

Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 2

Abstract

The aim of the article is to elucidate the problems of marketization of Ukrainian NPOs and implementing of Internet marketing in the context of financial paradigm. The results of the analysis. The scientific novelty of the article is that it has been proved that the following areas of Internet marketing activity are relevant for the domestic non-profits: increased market orientation of non-profits, as market orientation is applicable for Ukrainian NPOs though it is not always carried out properly; development of virtual markets; organization of effective Internet marketing in order to improve the quality of service and reduce the gap between the supply of non-commercial services market and demand in the market. A number of peculiar features of the elements of the complex of Internet marketing of non-profit organizations has been presented. The purpose of the article was to determine conceptual peculiarities and directions of Internet marketing activities of non-profits of different sectors. The research objectives are formulated as follows: to investigate peculiarities of non-profit Internet marketing in the different fields according to conceptual elements of process of marketing; to determine perspective directions of on-line marketization of NPOs of Ukraine. Processes which take place in the non-profit sphere of developed countries of the world and Ukraine are analyzed in the article. Basic pre-conditions of Internet marketization of nonprofit sector of different spheres are found. Among the factors are a financial challenge, a challenge of leadership, technological and market challenge. On the basis of comparative analyzing of empiric information, analyst reports, and theoretical investigations of experts it has been found out features of domestic marketing environment of nonprofits. A difference of Internet marketing of Ukrainian nonprofits from analogical sphere of developed countries of the world is considered here. Priority directions of development of the Ukrainian noncommercial subjects are grounded on principles of creative implementation of foreign experience of Internet marketization under domestic market and cultural conditions. It has been suggested to activate the on-line commercialization processes of NPOs’ services through developing of additional services and products, providing the high level of quality of executable projects and level of management of non-profit organizations, developing the virtual market and new audiences on-line, making stronger the informative component of Internet marketing activity vertically. Conclusions and direction for further research.The article presents the results of initiated by the author research of marketing activities of state and local government Ukraine. The analysis of Internet marketing activities, the forms of such measures, distribution methods, organizational forms of marketing activities are presented here. The obtained results give a clearer understanding of current problems of Internet marketing of non-profit organizations, which undoubtedly have a positive impact on further theoretical and empirical research areas of marketing sector. The results of the all-Ukrainian study of non-profit organizations that revealed the scope and extent of using of Internet marketing in their activities are also presented here. Positively assessing the scientists’ achievements on the concept of non-profit Internet marketing, we consider it to be important for further development towards its adaptation to conditions of national non-profit sector.

Authors and Affiliations

Tetyana Borisova

Keywords

Internet marketing. nonprofit organization. public organization. noncommercial market. communication activities.

EP ID EP249448
DOI 10.15276/mdt.1.2.2017.4
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