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| Author: | Cousins, L. |
| Title: | Marketing planning in the public and non-profit sectors. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:7, p. 15-30 |
| Index terms: | MARKETING PLANNING PUBLIC SECTOR NON-PROFIT ORGANIZATIONS |
| Language: | eng |
| Abstract: | A survey was conducted aimed to determine how many and what sorts of organizations produce marketing plans; the content of the plan; the perceived value of the planning process and what non-planners do instead. Public sector plan contents, frequency of objectives are presented and analysed. It was found that public sector trading firms and non-profit organizations were much more likely to plan than their private sector counterparts, but their plans are not radically different from theirs. Planning process is discussed. Non-planners produce strategic plans and budgets. Plans of non-profit organizations had different objectives and emphasis, partly reflecting their different nature. Conclusions about emerging patterns are drawn. |
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