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Home→The Westburn Dictionary of Marketing→N→non-business marketing

non-business marketing

Definition:
The application of MARKETING theory and practices to non-profit organizations such as schools, universities, hospitals, councils etc. A classic article on the subject was written by Philip Kotler and Sidney Levy ('Broadening the Concept of Marketing', in Journal of Marketing, vol. 33, January 1969) and concluded that the question facing non-business organizations was not whether to MARKET or not (because no organization could avoid marketing), but rather whether to do it well or poorly.

Cross-References:
[non-profit organization (NPO)] [market] [marketing]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Gerald Michaluk], [1998].