What's different about non-profit marketing? - A research agenda

Paton, Rob (1996). What's different about non-profit marketing? - A research agenda. International Journal of Nonprofit and Voluntary Sector Marketing, 1(1) pp. 23–31.

DOI: https://doi.org/10.1002/nvsm.6090010105

Abstract

What is the role of this journal? This paper addresses the controversies over what constitutes marketing in nonprofit and voluntary organisations, and over the nature and significance of the differences between marketing in not-for-profit and for-profit contexts. It delineates the field in terms of its objectives and programmes, and locates it within the broader discipline of marketing, in terms of the sorts of exchanges that are sought with external Parties. It then considers the sorts of reflections and research that will contribute to the development of this area of professional practice.