EVALUATION OF DIRECT MARKETING APPLICATION IN NON-PROFIT SERVICES ORGANIZATIONS (CASE STUDY: KARAJ’S ART ORGANIZATIONS)

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ABDOLVAND M.A.; HEIDARZADEH K.; NAJAFI PIRASTEH M.

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Journal Paper

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Journal: Journal of Management Future Research Year:2010 | Volume:21 | Issue:84 Page(s): 105-121

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Title

EVALUATION OF DIRECT MARKETING APPLICATION IN NON-PROFIT SERVICES ORGANIZATIONS (CASE STUDY: KARAJ’S ART ORGANIZATIONS)

Author(s)

ABDOLVAND M.A. | HEIDARZADEH K. | NAJAFI PIRASTEH M. | Issue Writer Certificate

Keywords

DIRECT MARKETINGQ2

NON-PROFIT ORGANIZATIONSQ3

MARKETING EFFORTQ3

EXTERNAL INTEGRATIONQ3

FORMALIZATIONQ3

SALES PERFORMANCEQ2

FUNDRAISING PERFORMANCEQ3

MARGINAL SELF-CONFIDENCEQ3

Abstract

In the present competitive world of today, marketing people are looking for customers. One of the important communication means in business is promotion wich one of the tools is DIRECT MARKETING. As science and technology progressed, DIRECT MARKETING has extend more. As using DIRECT MARKETING methods are cammon is developed countries, and they are also used in service organizations and nonprofit institutions, in this research the use of these means in non-profit servise organizations is analyzed. This research is based on practical and mensurable methods and it is limited to istatistic population of art organizations in Karaj in 2009. More over a number of software including SPSS Statistics 17, LISREL 8.54, SPLS M3 are used for analyzing the data.The data is gathered and proccesed via questionaries and the results are as following:The bigger the size of an art organizations is, the higher the degree of MARKETING EFFORT will be; but it has no effect on FORMALIZATION of the organization.The FORMALIZATION of an art organization has no effect an EXTERNAL INTEGRATION; however, it is directly related to managerial self confidence, MARKETING EFFORT, and DIRECT MARKETING implementation. The higher the managerial self confidence is, the better the DIRECT MARKETING implementation will be. There are no relation between MARKETING EFFORT and DIRECT MARKETING implementation and seson-ticket subscription; however, MARKETING EFFORT causes the increase of SALES PERFORMANCE and fundrising performance.

Cites

IDENTIFICATION AND CLASSIFICATION TOOLS INTEGRATED MARKETING COMMUNICATIONS (IMC) IN FOOD INDUSTRY BY USING OF THE AHP-FUZZY TECHNIQUE (DINA FOOD INDUSTRY)

References

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APA: Copy

ABDOLVAND, M.A., HEIDARZADEH, K., & NAJAFI PIRASTEH, M.. (2010). EVALUATION OF DIRECT MARKETING APPLICATION IN NON-PROFIT SERVICES ORGANIZATIONS (CASE STUDY: KARAJ’S ART ORGANIZATIONS). JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), 21(84), 105-121. SID. https://sid.ir/paper/204200/en

Vancouver: Copy

ABDOLVAND M.A., HEIDARZADEH K., NAJAFI PIRASTEH M.. EVALUATION OF DIRECT MARKETING APPLICATION IN NON-PROFIT SERVICES ORGANIZATIONS (CASE STUDY: KARAJ’S ART ORGANIZATIONS). JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH)[Internet]. 2010;21(84):105-121. Available from: https://sid.ir/paper/204200/en

IEEE: Copy

M.A. ABDOLVAND, K. HEIDARZADEH, and M. NAJAFI PIRASTEH, “EVALUATION OF DIRECT MARKETING APPLICATION IN NON-PROFIT SERVICES ORGANIZATIONS (CASE STUDY: KARAJ’S ART ORGANIZATIONS),” JOURNAL OF MANAGEMENT FUTURES RESEARCH(JOURNAL OF MANAGEMENT RESEARCH), vol. 21, no. 84, pp. 105–121, 2010, [Online]. Available: https://sid.ir/paper/204200/en

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