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Strategic Marketing Management: Building a Foundation for Your Future 4 Marketing is an activity, set of institutions, and processes for creating, communicating, delivering. Marketing is the purchase of goods and services. Marketing is the same thing as a consumer. In nonprofits, the product or service that they deliver are often referred to as a "program." Thus, the guidelines in this topic are somewhat similar to guidelines in the topic Product Development.A nonprofit that is developing a tangible product to generate a profit for the organization (referred to as a Social Enterprise) might benefit from reading the content in that topic. They need to actively monitor the marketplace, identify business opportunities, collaborate with product people and run promotional campaigns. Economics, Finance, Business and Industry,.Basic Marketing, Applications in Basic Marketing A Global-Managerial Approach, Clippings from the Popular Business Press by E.