Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations

Harrison, Paul and Shaw, Robin 2002, Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations, in Proceedings of the Australian and New Zealand Marketing Academy Conference 2002, Deakin University, Geelong, Vic., pp. 3301-3308.


Title Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations
Author(s) Harrison, Paul
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy Conference (2002: Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 2-4 December 2002
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference 2002
Editor(s) Shaw, R.
Adam, S
McDonald, H.
Publication date 2002
Start page 3301
End page 3308
Publisher Deakin University
Place of publication Geelong, Vic.
Summary This paper explores the market orientation and marketing culture of all staff within a nonprofit organisation to ascertain the extent to which members of the organisation support or create barriers to the implementation of the marketing concept. Of particular interest in this research is the role of nonprofit organisations, which are often thought of as having a production, rather than marketing focus. Consequently, there may be cultural and behavioural conflicts between, for example, marketing personnel and production personnel. This paper provides a brief overview of the existing literature in the field of market orientation and marketing culture. After detailing the general research design, a summary of the results of 11 initial focus groups, consisting of all staff in one nonprofit organisation, is presented. The findings indicate that while all areas within this organisation are committed to marketing, there are various interpretations of marketing and how it should be implemented.
ISBN 9780730025627
0730025624
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004784

Document type: Conference Paper
Collection: School of Management and Marketing
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