| Summary: | 碩士 === 南華大學 === 非營利事業管理研究所 === 95 === For traditional concept of marketing management, most management theories or marketing techniques are used in for-profit business. The business marketing concept in America originated in the 1950’s. The marketing techniques and theoretical application for Non-Profit Organization did not start until the 1970’s. For example, Kotler introduced the concept of strategic alliance for NPOs in 1975. In 1990, deceased master of social science and management Drucker also introduced the principles of NPO operation; related knowledge and marketing techniques and have been gradually emphasized by NPOs. Today, management and marketing theories and techniques are considered as an essential part of organizational management by many NPOs. The information marketing techniques of NPOs is an important trend emerged in the last 10 years. Many NPOs not only use information techniques as the tool to promote organizational ideology and mission, but also apply them to fund-raising, cooperation among organizations, and business development. Obviously, “information marketing” not only becomes the direction for contemporary NPO management, but also becomes an important issue for research.
This study selects the “Taiwan philanthropic organization foundation” as the research sample, and adopts comparative research method. Each of three foundations from Taiwan and the US with general principles in information marketing for organization were chosen to explore the technique of related information marketing. It is hoped that during the research process of “searching for disagreement among agreements”, proper way to perform information marketing technique can be explored. Focusing on the main research case: “Taiwan philanthropic organization foundation”, this study provides suggestions for future development.
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