Examines the reasons why administrators of non‐profit organizations are reluctant to embrace marketing ideas. Gives the most frequent answer, which is that marketing itself has a tarnished image which is often associated with wasteful expenditure, particularly in the areas of advertising and promotion, where things are very difficult. Differences are shown in background and training, and therefore language and concepts of markets and the administrators of non‐profit organisations. States that administrators in non‐profit organizations are not surprisingly reluctant to adopt a language, which they can often see as merely offering a rather poor translation of their own concepts. Sums up that marketing practitioners may feel uncomfortable about explicitly acknowledging the existence of such activity.
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