Journal of Nonprofit & Public Sector Marketing
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The Journal of Nonprofit & Public Sector Marketing is devoted to the study of the adaptation of traditional marketing principles for use by nonprofit organizations. Marketers who have struggled to adapt inappropriate marketing strategies from the profit-motivated sector will benefit from this resource targeted specifically for their nonprofit or public sector organization. The Journal of Nonprofit & Public Sector Marketing provides a vehicle for the development of marketing thought and dissemination of marketing knowledge in the nonprofit and public sectors of the economy. These sectors have recently been estimated at 25% of the wages in the U.S. economy, yet only a very small amount of the marketing literature is devoted to them. The nonprofit and public sectors share many common denominators which separate them from the for-profit sector, including budgeting considerations, the measurement of disparate goals among various publics, and a general lack of knowledge of marketing concepts. Traditional marketers often miss these important nuances in attempting to adapt marketing strategies and concepts to these new domains. The Journal of Nonprofit & Public Sector Marketing is devoted to the study of the adaptation of marketing for use by these organizations. The journal presents peer-reviewed primary research and abstracts and indexes of current research published elsewhere. Special issues are being developed in the areas of marketing for governmental services, causes and movements, leisure services, and mental health.