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Marketing in Nonprofit Organizations

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Future of Civil Society

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Abstract

Nonprofit marketing has been controversial in many countries for years. Marketing practices are still an unpleasant topic for many people in the nonprofit sector — and not only in the postcommunist transition countries. The term nonprofit or not-for-profit marketing was first coined in the late 1960s and early 1970s in a series of articles by Kotler and Levy (1969), Levy and Zaltman (1975) and Shapiro (1973). The marketing concept entails more than selling fast-moving consumer goods. Nowadays, marketing is understood to be a type of philosophy or culture of behavior toward the market.

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References

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Authors
  1. Jana Nagyová
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Annette Zimmer Eckhard Priller

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© 2004 Springer Fachmedien Wiesbaden

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Nagyová, J. (2004). Marketing in Nonprofit Organizations. In: Zimmer, A., Priller, E. (eds) Future of Civil Society. VS Verlag für Sozialwissenschaften, Wiesbaden. https://doi.org/10.1007/978-3-322-80980-3_23

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  • DOI: https://doi.org/10.1007/978-3-322-80980-3_23

  • Publisher Name: VS Verlag für Sozialwissenschaften, Wiesbaden

  • Print ISBN: 978-3-8100-4088-6

  • Online ISBN: 978-3-322-80980-3

  • eBook Packages: Springer Book Archive

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