Abstract
The paper presents the application of marketing principles to trade unions in the South African Police Service. Because of the diversified composition of the South African Police Service, comparisons were made between different subculture groups. The primary objective of the study is to determine the specific needs of police trade union members in an attempt to satisfy their needs. The results indicate that with regard to the different subculture groups it appears that there are unanimity about the main reasons why police trade union members belong to trade unions which is offering collective benefits for trade union members. This is followed by taking care of personal complaints and regional benefits.
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van Rensburg, R.J., de Jager, J.W. (2015). The Applicability of the Marketing Concept to Trade Unions: A Multicultural Approach. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_7
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DOI: https://doi.org/10.1007/978-3-319-17383-2_7
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