The purpose of this research is to examine the place of marketing in a non-profit Organization taking the Institute of Chartered Accountants of Nigeria as reference. Questionnaires were administered on Two Hundred and Forty respondents Comprising professional accountants, other academicians and students, and an attempt was made at reducing bias by employing stratified sampling covering different parts of the country.
A statistical analysis of the research findings against the background of classical and
contemporary theories of consumer behaviours revealed public confidence in the high standard
of professionalism of the Institute but underlined the need for improved marketing of the
Institute.
The major conclusions of the research are that :-
1. The Institute should maintain its high standard of
professionalism.
2. The professional examinations' standard should not be
reduced to admit more members.
3. There is the need to improve the public image of the
Institute through effective marketing.
4. Competent and well motivated staff should be maintained
by improving their conditions of service.
