Marketing and Non‐Profit‐Making Organisations

Abstract

Looks at the application of marketing philosophy to non‐profit‐making organizations, looks briefly at the work of Kotler and Levy. Examines similarities between non‐profit‐making and profit‐making organizations, and investigates the role of local government in the marketing of non‐profit‐organizations. Concludes that the growth pressure being put on local government to justify the existence of their non‐profit‐making organizations means that the role of marketing in this area must become an important factor.

Citation

Yorke, D.A. (1984), "Marketing and Non‐Profit‐Making Organisations", European Journal of Marketing, Vol. 18 No. 2, pp. 17-22. https://doi.org/10.1108/EUM0000000004766