Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage

Israt Jahan; Kamrul Hasan Bhuiyan

Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage

Israt Jahan * §

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Kamrul Hasan Bhuiyan

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Bangabandhu Sheikh Mujibur Rahman Science & Technolo...

Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage

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Abstract

The concept of marketing communication strategies assumes that there are several variables which will help to influence donors as well as receivers to accomplish the nonprofit organization’s goal. Based on the marketing communications and business-to-business marketing literature, the model -integrates aspects of the marketing communication purposes, bidirectional communications, and different communications channels-is experienced to examine marketing communication strategies and organizational performance in terms of nonprofit organizations. The purpose of the paper is to identify and analyze promotional strategies taken by NGO’s working in Bangladesh and find out lacking in terms of strategies and by understanding consumer’s perception; providing suggestions regarding creating policies in the perspective of attracting both donor and receiver. However, this study uses an exploratory case methodology where both primary and secondary data were used for analyzing the applied and applicable strategies. For Primary data collection, 10 NGOs were chosen which are working in Bangladesh and in-depth interview was taken from high officials.

References

16 Cites in Article

Reference Format

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Israt Jahan, Kamrul Hasan Bhuiyan. 2019. "Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E3).

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GJMBR Volume 19 Issue E3

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M37

Submission ReceivedDecember 13, 2018
Peer Review Double Blind
Handling Editor
Accepted December 31, 2018
Published January 15, 2019

Version of record

v1.2

Issue date

May 15, 2019

Language

English

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Article Matrices

Total Score: 149

Country: Bangladesh

Subject: Global Journal of Management and Business Research

Authors: Israt Jahan, Kamrul Hasan Bhuiyan (PhD/Dr. count: 0)

View Count (all-time): 316

Total Views (Real + Logic): 853

Total Downloads (simulated): 38

Publish Date: 2019 01, Tue

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Total Views: 853

Total Downloads: 38

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