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Definition
Marketing: a managerial function whose purpose is to cause the organization to offer to the marketplace products and services that satisfy consumers’ needs.
Introduction
Marketing is a managerial function whose purpose is to cause the organization to offer to the marketplace products and services that satisfy consumers’ needs. The modern marketing concept has succeeded an earlier management mindset that assumed that an enterprise would be successful if it would improve on product design (as in the aspiration of “building a better mousetrap”) or enhance its skill of selling to otherwise reluctant customers. Management expert Peter Drucker popularized the concept that an organization’s success would be best served if it would explore and identify the public’s needs and wants and then provide gratification to the public by delivering products and services that satiate its desires.
Many business firms adopted the marketing orientation, especially as...
References
Booms BH, Bitner MJ (1981) Marketing strategies and organization structures for service firms. In: Donnelly JH, George WR (eds) Marketing of services. American Marketing Association, Chicago, pp 47–51
Burnett JJ (2007) Nonprofit marketing best practices. Wiley, Hoboken
Sargeant A (2009) Marketing management for nonprofit organizations, 3rd edn. Oxford University Press, New York
Sargeant A, Woodliffe L (2008) Individual giving behaviour: a multidisciplinary review. In: Sargeant A, Wymer W (eds) The Routledge companion to nonprofit marketing. Routledge, New York, pp 111–144
Schervish PG (2008) Why the wealthy give: factors which mobilize philanthropy among high net-worth individuals. In: Sargeant A, Wymer W (eds) The Routledge companion to nonprofit marketing. Routledge, New York, pp 165–181
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© 2016 Springer International Publishing AG
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Friedman, B.D. (2016). Marketing in Nonprofit Organizations. In: Farazmand, A. (eds) Global Encyclopedia of Public Administration, Public Policy, and Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-31816-5_2588-2
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DOI: https://doi.org/10.1007/978-3-319-31816-5_2588-2
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Latest
Marketing in Nonprofit Organizations- Published:
- 26 December 2016
DOI: https://doi.org/10.1007/978-3-319-31816-5_2588-2
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Original
Marketing in Nonprofit Organizations- Published:
- 04 October 2016
DOI: https://doi.org/10.1007/978-3-319-31816-5_2588-1