ABSTRACT
This chapter focuses on conventional non-profit institutions (NFPs) and social enterprises which form a somewhat homogeneous group, and excludes social businesses as their marketing campaigns are similar to those of commercial organisations. It discusses how NFPs can benefit by adapting the STP framework—Segmentation, Targeting and Positioning process. The chapter also discusses the marketing mix strategy as applicable to NFPs. It explores the expanded Seven Ps marketing mix which covers both products and services. Marketing's contribution to firm competitive advantage through innovation is well established and considered the primary source of firm competitive advantage. Entrepreneurial marketing basically argues that marketers must be entrepreneurial if they are to make a differential contribution to a firm's competitive advantage. Pricing is one of the most critical components of the marketing mix. People or human resources are an important ingredient in the marketing of services.
