The marketing of non-profit organisations, a study of the application of marketing techniques and practices in the Scottish arts organisations

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Awarding institution
  • University of Strathclyde
Date of award
  • 1982
Thesis identifier
  • T4334
Qualification Level
Qualification Name
Department, School or Faculty
  • 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. Comparison between each pair is made using marketing "variables" which, between them, provide the essential information concerning the management attitude towards the marketing concept, and the extent to which the marketing principles related to the marketing mix element, i.e. product, price, promotion, and place, are used efficiently. Also, frequency and cross-tabulation methods are used. The findings of the field research are inconclusive in terms of distinguishing between success and failure and a number of explanations for this are examined together with proposals for further research. In general it would appear that the management of the arts organisations investigated pay only limited attention to marketing and that there are a number of areas where marketing might make a useful contribution to improving the overall efficiency of such organisations.
Resource Type
  • Typescript.
Date Created
  • 1982
Former identifier
  • 8234