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In This Chapter
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Operationalizing the marketing concept
- Introduction: the relationship between marketing, the marketing concept and market orientation
- The applicability of marketing and the marketing concept to the nonprofit sector
- Issue 1: what is market orientation in the nonprofit context?
- Market orientation as organizational culture
- Market orientation as organizational activities
- Market orientation in the nonprofit sector
- Issue 2: how should market orientation be measured in the nonprofit context?
- Issue 3: is market orientation a single construct or multiple, constituent-specific constructs?
- Issue 4: does market orientation impact upon nonprofit organizational performance?
- Issue 5: does market orientation impact upon performance in all nonprofit subsectors?
- Conclusions: operationalizing market orientation in the nonprofit sector
- References
Abstract
Marketing is generally acknowledged to be an essential strategic management function. In particular, marketing expertise is critical when an organization has to appeal to outside groups to generate revenue and/or to compete with other organizations for its sources of revenue.
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