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- Title
STRATEGIES FOR INTRODUCING MARKETING INTO NONPROFIT ORGANIZATIONS.
- Authors
Kotler, Philip
- Abstract
Marketing is a topic of growing interest to nonprofit organization managers as their organizations confront new, complex marketplace problems. These institution heads are taking their first, tentative steps toward marketing, often confusing it with its advertising and selling sub-functions. Nonprofit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant, or appointing a marketing director or marketing vice president.
- Subjects
UNITED States; NONPROFIT organizations -- Marketing; NONPROFIT organizations; MARKETING planning; MARKETING strategy; MARKETING; MARKETING research companies; ADVERTISING agencies; MARKETING management; STRATEGIC planning; ADVERTISING
- Publication
Journal of Marketing, 1979, Vol 43, Issue 1, p37
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224297904300104