SCOPE OF NON-PROFIT MARKETING PRACTICE AT LOCAL GOVERNMENT OF BANGLADESH (original) (raw)

This study attempts to examine the scope of non-profit marketing practice at local government of Bangladesh. A survey on one hundred elected political leaders and government officers at Upaxilla Parishad level of Bangladesh has been conducted to measure their attitudes and perceptions in applying non-profit marketing tools and techniques at local government of Bangadesh. It is observed that their attitudes are almost positive. The respondents say that all the service providing departments at upazila level under related ministries can be market-oriented at the time of their undertaking service generating projects to best satisfy the local voter-market (set of present and potential voters). The major respondents agree that they are collecting data for creating, delivering and communicating services for the local people or voter-market without any formal knowledge about non-profit marketing. So, local government should practice non-profit marketing at each upazila as well as other units like Union Parishad, Municipalities and City Corporations. By adopting the new marketing concept, local government of Bangladesh would be more strengthen in terms of effective and efficient use of limited resources to best satisfy the local people as well as the other countries of the world.