Abstract
AbstractMarketing communications by organisations offering nonprofit and largely voluntary services to sensitive groups in the population raise issues and problems that are totally different and vastly more complex than the normal marketing of consumer goods and services for profit. This paper reviews bereavement care services as epitomising these issues and suggests that the analysis of communication networks offers the best way forward for describing and analysing these complexities.Using a self‐completed diary, bereavement care organisations recorded communications they had made to, and received from, the bereaved and other organisations. The data highlight the problems of communication when offering voluntary services to sensitive groups.
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