8 非営利組織のマーケティングの課題と展望^[○!R](大競争時代の日本の経営)

概要

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The issues of Non-Profit Organization (NPO) marketing is discussed from institutional perspectives and resulting backwardness. This leads to the discussion of issues which NPO's are facing. Then, required conditions for NPO marketing are inferred. They are, firstly, a marketing system whose effectiveness is easily understood throughout the organization. Secondly, it does not require a large amount of marketing expenses. Thirdly, it is closer to service marketing than product marketing. Fourthly, the relationships with societies is considered important and development of a strong and close relationships with them are desired. Finally, Relationship Marketing, Interactive Marketing and Hospitality Management are discussed as possible prospective alternatives. The author suggests that the common features of these approaches will become important factors for construction of the NPO marketing. They are: development of strong relationships with stakeholders based on trust; creation of values through collaboration with them ; increasing employee satisfaction; and increasing the customer satisfaction of existing customers.
1998-03-30