ABSTRACT
What mechanisms exist to aid unions such that individuals will be willing to pay membership dues, or join a union if a workplace is non-unionized? The so-called ‘three Ps’ of promotion, pricing and placement are marketing’s answer to the problems brought about by the selling of experience goods. Because union membership can be viewed as a multi-attribute product partly made up of experiential characteristics, the three Ps are therefore applicable to the design of an optimal set of union-organizing strategies.
