ABSTRACT
Traditionally, one makes a distinction between the private, public, and non-profit sector. All of them are important in human society since each has a specific role to accomplish in the satisfaction of human need (Sargeant, 2009). Since most business cases come from the private sector, less is known from the non-profit sector. In this chapter, we focus on the non-profit sector. This sector is interesting to study for every manager because these three main sectors increasingly interact with each other (for example, increased joint ventures between corporations and non-profits). Consequently, it can be relevant for managers in all three sectors to understand how marketing is used in the non-profit environment (Andreasen and Kotler, 2008).
