Author(s): Salih MEMÄ°Å
Undoubtedly, marketing is the foundation of all management activities. However, non-marketing concept cannot be ignored since it is a fundamental part of social marketing. The importance of non-market for public-spirited groups (such as state, nongovernmental organizations etc.) lies within the welfare and safe health of society. Non-marketing is used particularly for reducing the consumption of scarce sources and harmful products. Non-marketing activity is also a part of marketing functions in the businesses and it usually includes the activity of discouraging customers or particular customer groups to consume a product or service temporarily or permanently. Therefore, considering the changing natural environment, non-marketing strategy is required to meet a particular purpose in all organizations. This study aims to show how non-marketing activities are performed by businesses and governments and to contribute to the literature for the concept of non-marketing. In this study, we evaluated how non-marketing strategy is performed by considering the example practices in Turkey and the world.
The Journal of International Social Research received 8982 citations as per Google Scholar report
