Marketing of Library and Information Products and Services: Using Services Marketing Mix

Marketing Of Non Profit Organizations

Marketing cannot be confined to profit making organizations only. The principles and practices of marketing are being extensively used for non-profit organizations also, like health care services, education and library and information centers. The concept of marketing for non-profit organizations was first introduced by Kotler and Levy in 1969. It is the social objective that makes the marketing for non-profit organizations – Social Marketing. Armstrong and Kotler (2003, G5) defines the marketing for the non-profit organizations in these words “the societal marketing is a principle of enlightened marketing that holds that a company should make marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests”. Although the organizational objectives of the social organizations differ from the profit making organizations, the marketing principles remain the same for both.

Shapiro (1973) identifies four key business concepts which provide the basis for marketing thought and action in the non-profit organization: