Constituent Analysis: A Paradigm for Marketing Effectiveness in the Not-for-profit Organisation

Not-for-profit organisations have a much more complicated and less formal relationship with the various constituent groups they serve than do for-profit organisations. As a result, the not-for-profit organisation must carefully analyse the needs and requirements of each of its constituent groups and...

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Bibliographic Details
Published in:European journal of marketing 1990-07, Vol.24 (7), p.43-48
Main Author: Gwin, John M
Format: Article
Language:English
Subjects:
Characteristics
Effectiveness
Market planning
Market strategy
Marketing management
Nonprofit organizations
Regulatory reform
Strategic planning
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Summary:Not-for-profit organisations have a much more complicated and less formal relationship with the various constituent groups they serve than do for-profit organisations. As a result, the not-for-profit organisation must carefully analyse the needs and requirements of each of its constituent groups and develop individual strategies for responding to those needs. A paradigm for that analysis is proposed in this article.
ISSN:0309-0566
1758-7123
DOI:10.1108/03090569010139266