Marketing in Nonprofit Organizations

Abstract

Nonprofit marketing has been controversial in many countries for years. Marketing practices are still an unpleasant topic for many people in the nonprofit sector — and not only in the postcommunist transition countries. The term nonprofit or not-for-profit marketing was first coined in the late 1960s and early 1970s in a series of articles by Kotler and Levy (1969), Levy and Zaltman (1975) and Shapiro (1973). The marketing concept entails more than selling fast-moving consumer goods. Nowadays, marketing is understood to be a type of philosophy or culture of behavior toward the market.