Marketing Management in Non-Governmental Organizations in Kosovo : MBA-thesis in markeging

This paper presents the marketing management of the nonprofit sector as a prerequisite for NGO sustainability. It examines the existing literature on the nonprofit marketing, the current situation of the local NGOs in Kosovo with regards to the application of marketing. The research methodology follows the introduction and presentation of the research objectives. The theoretical background introduces the necessary baseline to analyze empirical findings. The empirical findings and analysis reveal that nonprofit sector in Kosovo does not have a holistic marketing approach. The focus of the research is to emphasize the importance of marketing orientation, segmentation, and planning at nonprofit sector. Moreover, NGOs should create, communicate and deliver values based on customers’ (beneficiaries, volunteers, and donors) needs. As a result of this research, a marketing plan guide was prepared. The guide aims to educate NGOs in Kosovo about the benefits of having a holistic marketing approach and will serve as basis for further marketing planning