All organisations – profit and non-profit – have to have effective marketing strategies in order to survive in an increasingly competitive and product-sensitive marketplace.
Effective marketing today is a key instrument for the economic success of any company as competition and product sensitivity of the customers grow. Profit and non-profit organisations must make a conscious public presentation and self-positioning, whether they are advertising their own offers, seeking to enhance their image, initiating a socio-political campaign or fund-raising.

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