Elaine M. Notarantonio, C. Quigley, Reverend Edward S. Cardente
{"title":"The Importance of Marketing in the Strategic Planning Process","authors":"Elaine M. Notarantonio, C. Quigley, Reverend Edward S. Cardente","doi":"10.1300/J093V06N02_01","DOIUrl":null,"url":null,"abstract":"ABSTRACT Strategic planning is a process that has been adopted by numerous not-for-profit organizations. The role that the marketing function of not-for-profit organizations has in the strategic planning process however, is not well documented, especially in the case of religious organizations. This study describes a case of one Roman Catholic parish's experience. A strategic marketing planning framework was used which borrows from that presented by Kotler and Andreasen (1996). A comprehensive needs assessment was also conducted. The case suggests that a number of important conditions are necessary for a successful outcome. Vision, leadership, and a commitment to the long terms are important factors. Community involvement is also critical.","PeriodicalId":109742,"journal":{"name":"Journal of Customer Service in Marketing and Management","volume":"31 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2000-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Customer Service in Marketing and Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1300/J093V06N02_01","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 4
Abstract
ABSTRACT Strategic planning is a process that has been adopted by numerous not-for-profit organizations. The role that the marketing function of not-for-profit organizations has in the strategic planning process however, is not well documented, especially in the case of religious organizations. This study describes a case of one Roman Catholic parish's experience. A strategic marketing planning framework was used which borrows from that presented by Kotler and Andreasen (1996). A comprehensive needs assessment was also conducted. The case suggests that a number of important conditions are necessary for a successful outcome. Vision, leadership, and a commitment to the long terms are important factors. Community involvement is also critical.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
