Contents
Definition and implementation of mutually beneficial nonprofit organization : based on integrated marketing communications / Shin, Kwang-Yong ; Ge, Fa-Quan ; Sun, Yu-Liang ; Hu, Biao 1
〈Abstract〉 1
I. Introduction 2
1.1. The Concept of Mutually Beneficial Nonprofit Organization 2
1.2. NPO's Marketing Management 2
1.3. The Definition of Mutually Beneficial Non-profit Organization 3
II. The Features and Positioning of MBNPO 5
2.1. The Positioning of MBNPO 5
2.2. The Features of MBNPO 8
III. The Comparison between MBNPO and GNPO 9
3.1. The Comparison between MBNPO and GNPO under 5Rs Model Structure 9
3.2. MBNPO, Civil Non-enterprise Units and Social Enterprise 10
IV. The Application of MBNPO 12
4.1. The Applying Fields of MBNPO 12
4.2. The Strategy and Integration of Differed Communication Fields 13
V. The Evaluation System of MBNPO Exerting IMC 16
5.1. The Construction of Evaluation System 16
5.2. The Detailing of Indicators of the Evaluation System 18
VI. Conclusions and Suggestion 20
6.1. Theoretical Conception of MBNPO 20
6.2. Contributions to Practical MBNPO Marketing Management 21
References 23