ABSTRACT
Marketing thought and practices in the public and nonprofit sector are being accepted more slowly in Europe than in the United States. One possible explanation is that European countries have smaller markets and a stronger socialist orientation than the United States. Certainly, countries with different political and socioeconomic philosophies will have different definitions and priorities for the public and social services they offer their citizens. This chapter discusses an idea of each country's commitment to social expenditures and does point out the high priority accorded social welfare in the Netherlands. It compares social expenditures of select countries of the Organization for Economic Co-operation and Development. Public and nonprofit organizations have adopted the marketing concept and have successfully used marketing applications in their markets have found it to be a viable management tool for enhancing the exchange process between supplier and client, and an efficient and effective method of allocating their limited resources.
