ABSTRACT
At a conceptual level, marketing management for non-profit organizations is not different from marketing management for profit organizations, as both are geared to satisfy some target group’s need(s), albeit pursuing different goals (Shapiro 1973: 262), the traditional ‘four Ps’ (product, price, place, promotion) being equally important for both kinds of organization. This might be a reason why there is almost no managerial economic research on non-profit organization marketing, contrary to the abundance of practitioner oriented marketing management handbooks, an example of which is the excellent researchbased text by Sargeant (2005). Exceptions in this theoretical vacuum consist of work on specific non-profit related aspects such as volunteering, fundraising (donations, gifts, subsidies), and the development of activities aimed at generating profits. These aspects will be taken up in this chapter.
