The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Not-for-Profit Marketing

Not-for-profit marketing

Not-for-profit marketing is the use of the techniques and concepts of marketing in situations where the aims of the organisation are other than the generation of profit.

Not all marketing activities are carried out for the purposes of showing a profit, although most definitions of marketing seem to mention profit as the main motive. Non-profit organisations such as charities, government departments, political parties and pressure groups use marketing techniques as a way of achieving their overall aims.

For such groups, many aims might be possible. In some cases the organisation seeks to change public opinion in some way, for example a pressure group such as Greenpeace may want to change people's thinking on environmental issues, or a political party may look to change attitudes ...

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