| Autor: |
Gwin, John M. |
| Předmět: |
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| Zdroj: |
European Journal of Marketing; 1990, Vol. 24 Issue 7, p43-48, 6p |
| Abstrakt: |
A paradigm for the definition and management of not-for-profit organization constituent groups and means of managing those relationships in a way that would increase the marketing effectiveness of the not-for-profit organization is proposed. Not-for-profit organisations are found to have a much more complicated and less format relationship with the various constituent groups they serve than do for-profit organizations. So, not-for-profit organization must carefully analyzes needs and requirements of each of its constituent groups. It also must develop individual strategies for responding to those needs. The dominance of non-financial objectives is found to caused strategic planning to be less directed than the planning process that is used in for-profit organizations. It is concluded that the paradigm that is proposed would assist not-for-profit organizations in becoming more effective in serving their unique constituent groups. The article adds that proposed paradigms would also make them as more effective marketing organizations. |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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