Relating to marketing? Why relationship marketing works for not‐for‐profit organisations

Linda L. Brennan · Erica Brady

44 citations0/0 files storedInternational Journal of Nonprofit and Voluntary Sector Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Nonprofit Sector and Volunteering

Abstract

Abstract Not‐for‐profit organisations often consider marketing to be inappropriate to their needs. This may well be true if marketing is thought of in its traditional and outdated ‘transactionally’ focused mode. Relationship marketing, with a focus on relationships rather than transactions, and multiple markets, has the ability to meet the unique needs of not‐for‐profit organisations. Copyright © 1999 Henry Stewart Publications

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1992The balanced scorecard : measures that drive performance 1992The balanced scorecard--measures that drive performance.1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing 1978Basic Marketing: A Managerial Approach 1994From Marketing Mix to Relationship Marketing 1990Relationship approach to marketing in service contexts: The marketing and organizational behavior interface 1994Managing Customer Relationships for Profit: The Dynamics of Relationship Quality 1994Making Relationship Marketing Operational

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