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Marketing Approach for Non-Profit Organizations
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Author(s): Hasan Ayyıldız (Karadeniz Technical University, Turkey), Bilgen Akmermer (Karadeniz Technical University, Turkey)and Ahmet Mutlu Akyüz (Gümüşhane University, Turkey)
Copyright: 2017
Pages: 26
Source title:
Handbook of Research on Managerial Solutions in Non-Profit Organizations
Source Author(s)/Editor(s): Vojko Potocan (University of Maribor, Slovenia), Mustafa C. Ünğan (Sakarya University, Turkey)and Zlatko Nedelko (University of Maribor, Slovenia)
DOI: 10.4018/978-1-5225-0731-4.ch008
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Abstract
All marketing definitions focus on the same point: customer orientation and the satisfaction of customer needs. Within this framework, although marketing approach in most of studies primarily deal with institutions and enterprises in profit/private sector, it has become crucial for all kind of organizations including non-profit ones. In recent years, many non-profits have grown larger and continue to improve their growth and effectiveness. In this sense, marketing is touchstone of developing non-profits. This part hopes to create a perspective to marketing definition to understand the relevance of marketing to non-profit organizations and how marketing strategies should be adapted to them for success.
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