The marketing of non-profit organisations : a study of the application of marketing techniques and practices in the Scottish arts organisations
Marketing has always been regarded as an important activity in business organisations. The contribution which marketing discipline can make to improve performance in non-profit organisations has received limited attention, and is comparatively an unexplored field of research. This thesis analyses the extent to which the application of marketing techniques and practices, as they are practised in profitoriented firms, can improve performance in the Scottish Arts Organisations, as a particular type of non-profit organisations. It suggests that success and better performance can be derived from two major groups of factors. These are : First, the management commitment to marketing in terms of the emphasis it places on using marketing planning, dependence on formalised and structured marketing research, and the effort it devotes to identifying users' needs and wants. Second, the efficient use of the marketing principles related to the marketing mix elements, i. e., product, price, promotion and place. A thorough examination of literature pertaining to these factors has been carried out, based upon which specific hypotheses have been formalised and tested. The empirical investigation was carried out in the Scottish Arts Organisations where six matched pairs of arts organisations, half of them successful and half unsuccessful, have been chosen as a framework for the study. Personal interviews with a structured questionnaire was the method used for data collection from these organisations. The analysis of data was carried out using the method of paired comparison where a successful organisation is compared with an unsuccessful one as a basis for determining any diversity between the two.