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Full-Text Articles in Business
Marketing Segmentation Strategies For The Nonprofit Sector, Neffie Gatewood
Marketing Segmentation Strategies For The Nonprofit Sector, Neffie Gatewood
Walden Dissertations and Doctoral Studies
Many nonprofit leaders lack innovative marketing strategies to secure funding from their target audience. Nonprofit leaders who do not continue to expand on their marketing strategies may fail to secure multiple funding streams, leading to an inability to attain their mission. Grounded in the segmentation, targeting, and positioning theory, this qualitative single case study was conducted to explore the traditional and social media marketing strategies used by nonprofit leaders to secure funding from their target audience. The participants were two senior leaders from a nonprofit organization in the U.S. Midwest region. Data were gathered using semistructured interviews, financial data, organizational …
Strategies For Developing Millennials And Generation Z Into Future Nonprofit Leaders, Tracy M. Foote
Strategies For Developing Millennials And Generation Z Into Future Nonprofit Leaders, Tracy M. Foote
Walden Dissertations and Doctoral Studies
In the United States, leaders who manage the one and a half million nonprofit organizations (NPOs) nationally are aging and preparing to retire. The nonprofit sector faces a leadership development deficit as many NPOs are without a succession plan. The management problem is that NPOs have struggled to employ strategies to prepare Millennials or Generation Z (Gen Z) workers to assume leadership roles in NPOs. The purpose of this qualitative multiple case study was to explore the strategies NPOs employ to prepare Millennials or Gen Z workers to assume leadership roles. The research question asked: What strategies do NPOs employ …
Social Media Marketing Strategies For Improving Customer Relationships, Candel Cuffie
Social Media Marketing Strategies For Improving Customer Relationships, Candel Cuffie
Walden Dissertations and Doctoral Studies
Despite the potential benefits of social media marketing (SMM) to improve customer relationships, some small business leaders lack SMM strategies to improve customer relationships. Small business leaders who fail to improve customer relationships may observe a decline in their customer base, leading to decreased profitability. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple case study was to explore SMM strategies small business leaders used to improve customer relationships. Data were collected via reviews of company documentation, participants’ social media pages, and online semistructured interviews with five small retail business leaders who used SMM strategies to improve …