The marketing of non‐profit making organisations: a preliminary report

Abstract

Describes some of the issues raised and problems encountered in an attempt to apply a market analysis to a non‐profit making organization. Applies a marketing approach in order to tackle the non‐profit making organizations more complex problems. Suggests that the marketing approach is very useful in this situation for three reasons it helps to make objectives explicit; it helps create better criteria for the organization; and it helps bring detailed marketing activities to the company.

Citation

Ford, D. (1976), "The marketing of non‐profit making organisations: a preliminary report", European Journal of Marketing, Vol. 10 No. 5, pp. 266-279. https://doi.org/10.1108/EUM0000000005051