NSPCC: marketing the "solution" not the "problem." (National Society for the Prevention of Cruelty to Children; marketing philosophy)

Article Abstract:

Marketing philosophies and techniques do not have such a clear-cut role in the charitable sector as they do in the private sector. The illustrative example of the National Society for the Prevention of Cruelty to Children (NSPCC) in the UK shows that marketing techniques have usually only been applied to attracting funding, which can result in poor communication of the charity's activities. A model, applied to the NSPCC's situation, shows how the marketing role can be augmented and reoriented to include responsibilities in the allocation, as well as the attraction of, resources.

SOCIAL SERVICES, Private Social Services, Social Assistance, Charities, National Society for the Prevention of Cruelty to Children

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Corporate identity and the advent of corporate marketing

Article Abstract:

Theory relating to corporate identity since the 1950s has been traced and it was found that writers have concentrated on areas such as corporate image, corporate identity, corporate communication and corporate personality. The importance of corporate identity and its management is discussed and it is argued that the 4Ps of marketing, could be extended to 10Ps, including philosophy, people, performance, perception, positioning and personality.

Image Modification (PR), Analysis, Corporate image

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Am empirical investigation into the process of strategic marketing planning in SMEs: Its attendant problems, and proposals towards a new practical paradigm

Article Abstract:

A formal strategic marketing plan is viewed by many as beneficial, leading to an organized approach and identifying competitive advantages. Many small to middle sized enterprises (SMEs) lack a formal strategic marketing plan. SME managers may find such planning deactivating due to its complexity. A new methodology was successfully applied in three SMEs.

Small business, Strategic planning (Business)

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