ABSTRACT
This chapter provides a basic overview of non-profit organizations (NPO) marketing, its scope and challenges, and the marketing process. It aims to understand the meaning of marketing and the differences between for-profit and NPO marketing. The chapter identifies the unique challenges in NPO marketing and explains the strategic marketing process and its different components. It discusses the issue of NPO marketing and its possible negative effects on civil society and concludes with a case study on ethical issues in NPO advertising. Market research is a very important component because it provides the NPO with crucial information on the value of its services, influential stakeholders' perceptions toward the agency, and preferences of target markets. External market research can also identity marketing opportunities and problems, major competitors, trends in service deliveries in similar NPOs, and pricing. NPOs' markets, similar to for-profits, consist of target markets along with the overall market realm.
