Marketing ‘Outward Bound’

Abstract

Presents, in this study, how a marketing standpoint is adopted to assess and solve the problems of a non‐profit making organisation in the UK, that also provides a service, creating an illuminating perspective for thought and analysis. Shows how this approach was able to shed new light on the problems of making ‘Outward Bound’ attractive to the employers, and to result in the formulation of some practical suggestions as to how problems may be overcome. Shows marketing to be an adaptable tool, essentially a framework for customer‐oriented thinking.

Citation

Williams, R. (1977), "Marketing ‘Outward Bound’", European Journal of Marketing, Vol. 11 No. 6, pp. 475-488. https://doi.org/10.1108/EUM0000000005029