Government changes in legislation have forced the not-for-profit sectors to change their customer focused philosophy to that of market-place economics. Recent research is included and the theoretical principles of marketing and competent management are applied to not-for-profit sectors. The not-for-profit sectors include the areas of education, health, social services, leisure, libraries and the voluntary sector. The emphasis of this book lies with the development of appropriate marketing practices leading to quality care. Practical case studies illustrate the text showing how benefits in the changing climate can occur. The advantages are quality service, meeting customers' expectations and successfully working within limited budgets.