{"id":11602,"date":"2018-03-09T08:57:02","date_gmt":"2018-03-09T08:57:02","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-gestion-de-marketing-en-ongds-analisis-de-sus-particularidades-y-propuestas-de-actuacion\/"},"modified":"2018-03-09T08:57:02","modified_gmt":"2018-03-09T08:57:02","slug":"la-gestion-de-marketing-en-ongds-analisis-de-sus-particularidades-y-propuestas-de-actuacion","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-gestion-de-marketing-en-ongds-analisis-de-sus-particularidades-y-propuestas-de-actuacion\/","title":{"rendered":"La gesti\u00f3n de marketing en ongds: an\u00e1lisis de sus particularidades y propuestas de actuaci\u00f3n"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Covadonga Aldamiz Echevarria Gonzalez De Durana <\/strong><\/h2>\n<p>En esta investigaci\u00f3n se analiza el inter\u00e9s de aplicar los principios filos\u00f3ficos y operativos del marketing a un tipo de entidades sin f\u00edn lucrativo: las organizaciones no gubernamentales de cooperaci\u00f3n al desarrollo y, al mismo tiempo, definir y concretar tales principios en estrategias y planes de acci\u00f3n adaptados a sus peculiaridades.  estas organizaicones trabajan en dos frentes de actuaci\u00f3n: el norte y el sur con objetivos distintos en cada uno de ellos. En este trabajo, nos centramos en su labor en el norte, y concretamente en los objetivos de sensibilizaci\u00f3n y educaci\u00f3n para el desarrollo y la captaci\u00f3n de fondos.Para ello, y tras analizar el contexto en el que act\u00faan las ongds y la extensi\u00f3n del markting a este tipo de entidades, se analizar\u00e1n los distintos p\u00fablicos objetivos, explicando los factores qu influyen sobre su comportamiento y proponiendo un modelo del proceso de colaboraci\u00f3n con la ongd. Una vez conocido el p\u00fablico al que se dirigen y los objetivos de marketing de cada ongd, se propone la definici\u00f3n de la estrategia de marketing con su correspondiente desarrollo del mix, cambiando los tradicionales producto, precio, distribuci\u00f3n y comunicaci\u00f3n por causa social, coste, canal y comunicaci\u00f3n. Todo ello, lleva consigo la proposici\u00f3n de un modelo general de gesti\u00f3n de marketing.  para conocer tanto el proceso de comportamiento del colaborador como la estrategia general de marketing que pueden adoptar las ongds, se han realizado dos estudios emp\u00edricos.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La gesti\u00f3n de marketing en ongds: an\u00e1lisis de sus particularidades y propuestas de actuaci\u00f3n<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La gesti\u00f3n de marketing en ongds: an\u00e1lisis de sus particularidades y propuestas de actuaci\u00f3n <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Covadonga Aldamiz Echevarria Gonzalez De Durana <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Pa\u00eds vasco\/euskal herriko unibertsitatea<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 25\/06\/2001<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Mar\u00eda  Soledad Aguirre Garcia<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Francisco javier Maqueda lafuente <\/li>\n<li>encarnacion Gonzalez vazquez (vocal)<\/li>\n<li>teodoro Luque Martinez (vocal)<\/li>\n<li> Barreiro fen\u00e1ndez Jos\u00e9 Manuel (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Covadonga Aldamiz Echevarria Gonzalez De Durana En esta investigaci\u00f3n se analiza el inter\u00e9s de aplicar los principios [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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