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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
NPOs Marketing Practices in the USA and France: Differences and
Success Factors
Author(s): Virginie Pioche Khare
Citation: Virginie Pioche Khare, (2011) "NPOs Marketing Practices in the USA and France: Differences and Success Factors" Vol. 5, Iss. 3, pp. 110 - 116
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This paper investigates two developed countries with different political and social backgrounds, namely
the United States and France, and reviews marketing practices of non-profit organizations (NPOs) in
both nations. Environmental differences are first presented before an analysis of two identical
organizations operating in both countries, to see the extent to which they marketing practices differ.
Secondary data from web sites are collected and analyzed to understand their marketing orientation. The
non-profit organization in the United States is found to have a much stronger marketing orientation than
its counterpart in France.
