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


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Lehman, KF, Wickham, M and French, L 2015 , 'Communicating Marketing Priorities in the Not-For-Profit Sector: A Content Analysis of Australian State-Museums’ Annual Reports' , Corporate Ownership & Control, vol. 12, no. 2 , pp. 318-328 .

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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.

Item Type: Article
Authors/Creators:Lehman, KF and Wickham, M and French, L
Keywords: Not-for-profit; State-museums; Marketing, Annual Reports.
Journal or Publication Title: Corporate Ownership & Control
Publisher: Virtus Interpress
ISSN: 1727-9232
Copyright Holders: Virtus Interpress
Copyright Information:

Copyright 2015 Virtus Interpress

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