This book is an insightful account on market orientation and how it
enhances the performance of non-profit organizations in India. The book
provides the readers with a succinct, yet comprehensive view of
scholarly research on the concepts of market orientation, non-profit
marketing, and organizational performance of non-profit organizations
and demonstrates why and how market orientation can be an effective
organizational orientation for Indian non-profit organizations. Despite
the growing importance of non-profit sector in socio-economic well-being
of societies, academic debate and research in developing economy context
in this field is glaringly sparse. This book attempts to addresses this
gap in literature by analyzing market orientation and related concepts
against the background of environmental conditions in a typical emerging
economy context. Therefore, it will be especially beneficial to
academics, researchers, students and practitioners in the fields of
non-profit management, strategic marketing and social work, desirous of
advancing their knowledge in nonprofit market orientation in these
settings.