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Not-for-Profit Marketing
Not-for-profit marketing

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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