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Communicating marketing priorities in the Not-For-Profit sector: A content analysis of Australian state-museums’ annual reports


Wickham, M and Lehman, K and French, L, Communicating marketing priorities in the Not-For-Profit sector: A content analysis of Australian state-museums' annual reports, Corporate Ownership & Control, 12, (2) pp. 318-328. ISSN 1727-9232 (2015) [Refereed Article]

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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 Details

Item Type:Refereed Article
Keywords:Not-for-profit; State-museums; Marketing, Annual Reports.
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Wickham, M (Dr Mark Wickham)
UTAS Author:Lehman, K (Dr Kim Lehman)
UTAS Author:French, L (Dr Linda French)
ID Code:97840
Year Published:2015
Deposited By:TSBE
Deposited On:2015-01-15
Last Modified:2017-12-06

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