{"id":"https://openalex.org/W7217833609","doi":null,"title":"Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage","display_name":"Promotional strategies of NGO in Bangladesh: Backward and Forward Linkage","publication_year":2019,"publication_date":"2019-05-15","ids":{"openalex":"https://openalex.org/W7217833609"},"language":"en","primary_location":{"id":"pmh:oai:journalofbusiness.org:article/101713","doi":null,"is_oa":true,"landing_page_url":"https://journalofbusiness.org/index.php/index/article/view/2739","pdf_url":null,"source":{"id":"https://openalex.org/S2764623365","display_name":"Global Journal of Management and Business Research","issn_l":"0975-5853","issn":["0975-5853","2249-4588"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310321940","host_organization_name":"Global Journals","host_organization_lineage":["https://openalex.org/P4310321940"],"host_organization_lineage_names":["Global Journals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"0975-5853","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://journalofbusiness.org/index.php/index/article/view/2739","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5155226178","display_name":"Israt Jahan","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Israt Jahan","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5067245042","display_name":"Kamrul Hasan Bhuiyan","orcid":"https://orcid.org/0000-0002-4153-0871","observed_orcids":["https://orcid.org/0000-0002-4153-0871"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Kamrul Hasan Bhuiyan","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8140000104904175,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8140000104904175,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11120","display_name":"Nonprofit Sector and Volunteering","score":0.17589999735355377,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.002099999925121665,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/donor-relations","display_name":"donor relations","score":0.4690000116825104},{"id":"https://openalex.org/keywords/bidirectional-communication","display_name":"two-way communication","score":0.6060000061988831},{"id":"https://openalex.org/keywords/communication-channels","display_name":"communication channels","score":0.6520000100135803},{"id":"https://openalex.org/keywords/organizational-performance","display_name":"organizational performance","score":0.6830000281333923},{"id":"https://openalex.org/keywords/consumer-perception","display_name":"consumer perception","score":0.8180000185966492}],"concepts":[{"id":"https://openalex.org/C31266012","wikidata":"https://www.wikidata.org/wiki/Q6554340","display_name":"Linkage (software)","level":3,"score":0.6575999855995178},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6435999870300293},{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.625},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6057000160217285},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.555899977684021},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.4262999892234802},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.40529999136924744},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.3634999990463257},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.35749998688697815},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.3391000032424927},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.3296999931335449},{"id":"https://openalex.org/C44628447","wikidata":"https://www.wikidata.org/wiki/Q1017542","display_name":"Business-to-government","level":4,"score":0.32820001244544983},{"id":"https://openalex.org/C116314809","wikidata":"https://www.wikidata.org/wiki/Q1937189","display_name":"Organizational communication","level":2,"score":0.314300000667572},{"id":"https://openalex.org/C2993714901","wikidata":"https://www.wikidata.org/wiki/Q1063076","display_name":"Nonprofit sector","level":2,"score":0.31299999356269836},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.3043000102043152},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.2865000069141388},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.2840000092983246},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.27230000495910645},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.26899999380111694},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.25049999356269836}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:journalofbusiness.org:article/101713","doi":null,"is_oa":true,"landing_page_url":"https://journalofbusiness.org/index.php/index/article/view/2739","pdf_url":null,"source":{"id":"https://openalex.org/S2764623365","display_name":"Global Journal of Management and Business Research","issn_l":"0975-5853","issn":["0975-5853","2249-4588"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310321940","host_organization_name":"Global Journals","host_organization_lineage":["https://openalex.org/P4310321940"],"host_organization_lineage_names":["Global Journals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"0975-5853","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:journalofbusiness.org:article/101713","doi":null,"is_oa":true,"landing_page_url":"https://journalofbusiness.org/index.php/index/article/view/2739","pdf_url":null,"source":{"id":"https://openalex.org/S2764623365","display_name":"Global Journal of Management and Business Research","issn_l":"0975-5853","issn":["0975-5853","2249-4588"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310321940","host_organization_name":"Global Journals","host_organization_lineage":["https://openalex.org/P4310321940"],"host_organization_lineage_names":["Global Journals"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"0975-5853","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2278284674","https://openalex.org/W2971206058","https://openalex.org/W2563553129","https://openalex.org/W1651831032","https://openalex.org/W185704300","https://openalex.org/W7126317322","https://openalex.org/W4391739598","https://openalex.org/W7203796013","https://openalex.org/W4390406157","https://openalex.org/W3037512387"],"abstract_inverted_index":{"The":[0,66],"concept":[1],"of":[2,41,63,68,90,105],"marketing":[3,31,35,43,55],"communication":[4,44,56],"strategies":[5,57,77,91],"assumes":[6],"that":[7],"there":[8],"are":[9,143],"several":[10],"variables":[11],"which":[12,142],"will":[13],"help":[14],"to":[15,22,53,72],"influence":[16],"donors":[17],"as":[18,20],"well":[19],"receivers":[21],"accomplish":[23],"the":[24,30,37,42,69,103,129],"nonprofit":[25,64],"organization's":[26],"goal.":[27],"Based":[28],"on":[29],"communications":[32,50],"and":[33,48,58,74,84,92,109,122,131,147],"business-to-business":[34],"literature,":[36],"model":[38],"-integrates":[39],"aspects":[40],"purposes,":[45],"bidirectional":[46],"communications,":[47],"different":[49],"channels-is":[51],"experienced":[52],"examine":[54],"organizational":[59],"performance":[60],"in":[61,82,88,102,145],"terms":[62,89],"organizations.":[65],"purpose":[67],"paper":[70],"is":[71],"identify":[73],"analyze":[75],"promotional":[76],"taken":[78,151],"by":[79,93],"NGO's":[80],"working":[81,144],"Bangladesh":[83,146],"find":[85],"out":[86],"lacking":[87],"understanding":[94],"consumer's":[95],"perception;":[96],"providing":[97],"suggestions":[98],"regarding":[99],"creating":[100],"policies":[101],"perspective":[104],"attracting":[106],"both":[107,120],"donor":[108],"receiver.":[110],"However,":[111],"this":[112],"study":[113],"uses":[114],"an":[115],"exploratory":[116],"case":[117],"methodology":[118],"where":[119],"primary":[121],"secondary":[123],"data":[124,136],"were":[125,140],"used":[126],"for":[127],"analyzing":[128],"applied":[130],"applicable":[132],"strategies.":[133],"For":[134],"Primary":[135],"collection,":[137],"10":[138],"NGOs":[139],"chosen":[141],"in-depth":[148],"interview":[149],"was":[150],"from":[152],"high":[153],"officials.":[154]},"counts_by_year":[],"updated_date":"2026-10-04T09:36:47.201465","created_date":"2026-10-03T00:00:00"}
