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Abstract
The case is designed to raise issues in the field of "social" marketing, ie the marketing of and for not-for-profit organisations. It is based on the fund-raising problems of the National Council for the Conservation of Plants and Gardens. This is a unique body in its field, but one which has acted as a model for countries wishing to set up their own conservation organisations. The commercial pressures leading to the demise of garden plant species are outlined, to emphasise the importance of the Council''s work. Its need for funds and its current marketing activities are described. A Teaching Note indicates issues which can be raised with students, including marketing, as well as more general management and strategy problems.
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Abstract
The case is designed to raise issues in the field of "social" marketing, ie the marketing of and for not-for-profit organisations. It is based on the fund-raising problems of the National Council for the Conservation of Plants and Gardens. This is a unique body in its field, but one which has acted as a model for countries wishing to set up their own conservation organisations. The commercial pressures leading to the demise of garden plant species are outlined, to emphasise the importance of the Council''s work. Its need for funds and its current marketing activities are described. A Teaching Note indicates issues which can be raised with students, including marketing, as well as more general management and strategy problems.
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