Organizations often carry out activities to “sell” the organization itself. Organization
marketing consists of activities undertaken to create, maintain, or change the attitudes and
behavior of target consumers toward an organization. Both profit and not-for-profit organizations
practice organization marketing. Business firms sponsor public relations or
corporate image advertising campaigns to market themselves and polish their images. For example,
food, agriculture, and industrial products giant Cargill markets itself to the public as
a company that works closely with its business customers—from farmers and fisherman to
fast-food restaurants and furniture manufacturers—to help bring the world everything
from heart-healthy milk and trans fat–free french fries to furniture and bedding foam created
from renewable resources. It says in its ads, “This is how Cargill works with customers:
“collaborate create succeed.” Similarly, not-for-profit organizations, such as churches,
colleges, charities, museums, and performing arts groups, market their organizations to
raise funds and attract members or patrons.