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Intra-organisational attitudes to marketing and the Implementation of the marketing concept in nonprofit organisations
conference contribution
posted on 2002-01-01, 00:00 authored by Paul HarrisonPaul Harrison, Robin ShawThis 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.
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Title of proceedings
Proceedings of the Australian and New Zealand Marketing Academy Conference 2002Event
Australian and New Zealand Marketing Academy Conference (2002: Melbourne, Vic.)Pagination
3301 - 3308Publisher
Deakin UniversityLocation
Melbourne, Vic.Place of publication
Geelong, Vic.Start date
2002-12-02End date
2002-12-04ISBN-13
9780730025627ISBN-10
0730025624Language
engPublication classification
E1 Full written paper - refereedEditor/Contributor(s)
R Shaw, S Adam, H McDonaldUsage metrics
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