...Paul Chao; Sara Dolnicar; Katie Lazarevski Purpose The purpose of this paper is to tests three hypotheses: non‐profit organizations follow a customer‐centered approach to marketing; marketing is run by marketing‐trained staff; and cross‐continental differences in the adoption of marketing...

... Marketing Non‐profit organizations Market segmentation Overall, not‐for‐profit organizations enjoy the respect of the general public. This respect extends quite deeply into groups of opinion formers and decision makers. That is not to say criticisms do not emerge such as “too much money is spent...