The past ten years have witnessed a broadening of the definition and concept of marketing. After much debate, it has generally been agreed that the marketing pro cedures and techniques developed for profit organizations are applicable to non profit and service organizations as well. This article discusses the results and im plications of a two-part study conducted to determine the extent of formal course offerings in the areas of nonprofit or service marketing nationwide.
Get full access to this article
View all access options for this article.
References
1.
Kotler, Philip and Sidney J. Levy (1969), "Broadening the Concept of Marketing," Journal of Marketing, 33 (January), 10-16.
2.
Hunt, Shelby D. (1976), "The Nature and Scope of Marketing," Journal of Marketing, 40 (July), 23-24.
3.
Shapiro, Benson P. (1973), "Marketing for Non-Profit Organizations," Harvard Business Review, 51 (September/October), 123-32.
4.
Shapiro, Benson P. (1974), "Marketing in Non-Profit Organizations," Journal of Voluntary Action Research, 3, 1-16.
5.
Nickels, William G. (1974), "Conceptual Conflicts in Marketing," Journal of Economics and Business, 26 (Winter), 140-143.
6.
Lovelock, Christopher H. and Charles B. Weinberg , (1978), Readings in Non-Profit Marketing. Palo Alto: The Scientific Press.
