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05/03/2009: "Why Marketing is important for not-for-profit organizations"

On March 17 2009 Latha Sukumar, Executive Director of MCIS, a not-for-profit organization, gave an excellent talk to my class. MCIS provides interpretation and translation services to police departments in 100 different languages. I had asked Latha to talk about "Why marketing is important to a not-for-profit organization?"

First, she dispelled some common myths associated with not-for-profits (e.g., they cannot make a profit). Then, she provided a great example of how she used marketing principles to segment, target, and position interpretation services for the police. Click here to see her talk.

Under the heading on "product strategies" Latha very effectively illustrated the differences between goods and services and gave examples of how, being a service organization, she had to adapt her marketing strategies to appeal to her target market.

I look forward to receiving your thoughts and comments at asirsi@schulich.yorku.ca