CHAPTER THIRTEENMARKETING FOR NONPROFIT ORGANIZATIONS

Brenda Gainer

Marketing has long been defined as the science of exchange (Bagozzi, 1975). In the for-profit sector, marketing is the management discipline that is focused on developing and maintaining exchange relationships with customers. In the nonprofit sector marketing pertains not only to customers or clients but also to exchange relationships with a wide range of donors, funders, supporters, users, suppliers, partners and adherents—as well as taxpayers and public opinion. Although the facilitation of exchanges with many of these groups is called by names other than “marketing” in nonprofit organizations (for example, fundraising, grant writing, volunteer and employee recruitment, ...

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