ABSTRACT
Marketing has long been the foundation for the profit-oriented sector of our society and as such is a well recognized and acknowledged discipline. Many elements of the marketing discipline have been applied to the non-profit public sector, and more specifically to educational institutions. Marketing principles have been adapted from the discernible laws of supply and demand in the business world to the more abstract principles of satisfying the collective “wants” and “needs” of different publics. This has led to a customer-driven, philosophical approach to viewing the way non-profit organizations develop and deliver services and programs. This philosophical approach is referred to as a marketing orientation (Kotler & Fox, 1985, p. 10).
