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Charity and Voluntary Industry

S/B/597. Dissertation. A comparative study of the marketing strategies British and Russian charities organisation for children

WORDS:

14750

DATE:

2011

PRICE:

149.99 GBP

This dissertation examines the marketing strategies of a British charity organization (BCO) and a Russian charity organization (RCO). The dissertation also examines the role of marketing in Not For Profit (NFP) Organisations in general. The aims of the study are to assess what kind of marketing activities the charity organizations use, to see whether the marketing activities of the BCO be applied to the RCO, and to examine how far the external environment of a charity organization influence its choice of marketing strategy. PESTEL analysis is the approach used to assess the charity industry. The review of literature examines topics like the role of the government in dealing with orphaned children in the UK and Russia, Charity regulation in the UK and Russia, philanthropy trends in the UK and Russia, and marketing in NFP organisations. Types of marketing strategies are assessed, like direct marketing, relationship marketing, and internet marketing. Data is collected through use of the case study approach and interviews. The dissertation concludes by comparing the two countries approaches.

KEYWORDS: Dissertation, marketing strategies, British charity organization, BCO, Russian charity organization, RCO, Not For Profit, NFP, charity, PESTEL, orphaned children, direct marketing, relationship marketing, internet marketing,