Examining the current marketing practices of a not for profit community music organisation, what is the effectiveness of those practices to stakeholders?

Abstract

This dissertation provides an insight into marketing in the not for profit sector and in particular within the community music industry. The examination of the current marketing practices as alluded to in the title “examining the current marketing practices of a not for profit community music organisation” provides a perfect opportunity to outline the contemporary marketing models and how these are applied to the sector. The research begins with a brief outline of the history of marketing in the not for profit sector. This sets the scene for further study of the not for profit music sector. The dissertation provides research of an existing company and how current marketing is applied and the effectiveness of the practice to stakeholders. The dissertation concludes with applied strategic marketing techniques on the research to provide a series of recommendations which may be used by the not for profit organisation concerned.