TY - JOUR ID - 117715 TI - The Comparison between NGO Marketing and Conventional Marketing Practices from SWOT Analysis, Marketing Mix, and Performance Evaluation Perspectives JO - International Journal of Management, Accounting and Economics JA - IJMAE LA - en SN - AU - Yee, Fong Mun AU - Yazdanifard, Rashad AD - Center for Southern New Hampshire University (SNHU) Programs, HELP College of Art and Technology, Kuala Lumpur, Malaysia Y1 - 2015 PY - 2015 VL - 2 IS - 9 SP - 1075 EP - 1087 KW - NGO marketing KW - conventional marketing practices DO - N2 - The study aims to let those who have altruistic impulses to know deeper about how marketing strategy can actually be applied on non-governmental organizations (NGOs). As there are misunderstandings that marketing is only available to corporates, some of the NGOs have lost their opportunities to raise more funds and as a result help more people in need. For this purpose, the paper includes the study on how marketing strategies are being used by NGOs. Besides, the study of conventional marketing is also being written on paper in order to clear up the misunderstandings. This paper uses some of the organization’s examples to help provide discussion. Throughout the study, the formulae to formulate, implement and evaluate is the same. However, the ways to formulate make the differences as the purposes of NGOs and corporates are different. As a conclusion, this study will cause NGOs to realize the importance of marketing towards their mission and also their way to sustainability. UR - https://www.ijmae.com/article_117715.html L1 - https://www.ijmae.com/article_117715_a3fdb6a2ab8740d8afebb58ce7612c69.pdf ER -