University of Tasmania
Browse

File(s) under permanent embargo

Communicating Marketing Priorities in the Not-For-Profit Sector: A Content Analysis of Australian State-Museums' Annual Reports

journal contribution
posted on 2023-05-26, 09:28 authored by Kim Lehman, Mark WickhamMark Wickham, Linda FrenchLinda French
This paper analyses the marketing priorities evident in the annual reports of Australia's six not-for-profit state-museums (who represent the largest and most influential not-for-profit heritage organisations in the country). The study provides insight into the marketing communication priorities in leading not-for-profit heritage organisations, and offers a finer-grained understanding of what is required for such organisations to effectively manage such priorities. Based on a content analysis of the annual reports, the paper proposes a Marketing Priorities Model for Not-for-Profit Organisations more generally. The Model reflects two important findings: firstly, that the communication of marketing strategies has emerged to play a central role in the annual reporting of the leading not-for-profit organisations in Australia; secondly, that there are several key facets of the organisation's marketing strategies that must be communicated to internal and external stakeholder groups. The Model consequently provides a framework for not-for-profit organisations to adopt in order for them to effectively identify and communicate marketing practices to salient stakeholder groups.

History

Publication title

Corporate Ownership & Control

Volume

12

Article number

2

Number

2

Pagination

318-328

ISSN

1727-9232

Department/School

School of History and Classics

Publisher

Virtus Interpress

Publication status

  • Published

Repository Status

  • Restricted

Usage metrics

    University Of Tasmania

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC