Not-for-profit pressure group work: A marketing analysis of whether to operate solo or in coalition

Pressure (or interest or lobby) group work in charities/not-for-profits can benefit from a marketing approach. Product development, other player (competitor) analysis and positioning of the pressure group vis-à-vis associated and sometimes competitor organisations or groups are explored, as are the conditions (including advantages and disadvantages) under which solo versus coalition ways of working are likely to be most effective.