Notes

The Marketing Firm And The Patron Organization: A Comparative Analysis With Special Reference To Charitable Organizations
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By distinction, charitable organizations have interaction in a form of symbolic non-literal trade with those from whom they seek to elicit donations but the relationship is considered one of mutuality somewhat than transactive marketing. Moreover, a marketing firm has an goal, constrained sales-revenue maximization, which differs from the goals of each of its stakeholders, whose motivation is presumed to be consumption. The different defining characteristics of the marketing firm are inherent in its definition as that organization which responds to the imperatives of customer-oriented management. Nonprofits, together with social marketing campaigns and charities, differ in a quantity of respects from marketing firms. Rather, it seems probably that the marketing firm may be best thought to be seeking to maximise sales revenues subject to a minimal profit constraint, as Baumol (1967) proposed.
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