Constituent Analysis: A Paradigm for Marketing Effectiveness in the Not‐for‐profit Organisation

Not‐for‐profit organisations have a much more complicated and less formal relationship with the various constituent groups they serve than do for‐profit organisations. As a result, the not‐for‐profit organisation must carefully analyse the needs and requirements of each of its constituent groups and develop individual strategies for responding to those needs. A paradigm for that analysis is proposed in this article.

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Year of publication:	1990
Authors:	Gwin, John M.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 24.1990, 7, p. 43-48
Publisher:	MCB UP Ltd
Subject:	Non‐profit organizations \| Marketing strategy \| Effectiveness \| Marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/03090569010139266 [DOI]
Source:	Other ZBW resources

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