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The State of Marketing in the Public and Non-Profit Sectors - Full Report

"The CEPSM/Phase 5 survey is a wonderful tool for public sector and non-profit organizations that are serious about marketing. Simply going through the survey enables you to understand the key factors that drive marketing performance." - Philip Kotler, Professor International Marketing, Kellogg School of Management, Northwestern University

This is the first known attempt to capture on a national scale, the current "marketing health" of the public and non-profit sectors. The report presents detailed findings on the state of marketing in these sectors across Canada. 

Based on a survey conducted in May 2006 with almost 600 respondents in marketing-related positions in public and non-profit organizations, the report provides benchmark results in the following aspects of marketing management:

• Accountability and how the marketing function is organized;
• Marketing culture;
• Knowledge and skills related to marketing;
• Planning processes and practices;
• Practices in managing and marketing programs;
• Use of marketing information and systems; and
• Outputs and results of marketing programs.

The report assesses the overall health of marketing in public and non-profit organizations based on industry best practices, and provides comparative analysis based on the following factors:

• Type of organization - public, non-profit, government agencies and corporations.
• Level of government;
• Role and nature of services provided; and
• Size of organization.

This report is ideal for managers who work in government, crown corporations/agencies, non-profit organizations and associations involved in marketing products/services, generating revenue, social marketing, community outreach programs, and strategic communications. The information contained in this report will serve as a comprehensive decision-support tool for: 

• Spotting emerging market trends in public sector and non-profit marketing;
• Assessing the changing dynamics of their market environment;
• Positioning their products services and programs effectively;
• Improving the accountability of their organization.