Abstract
In the context of decentralization, new institutional settings for Local Management (LM), in which NPOs may play important roles, have become focal point, this because local governments are no longer dominant in this area due to budget constraints and the broadening needs of residents. Employing a definition of marketing as “establishing a system for creating and maintaining clients founded on clients’ satisfaction,” this article presents a case in Kamakura City and derives an effective basic model of Local Governmental NPO-SO (Supporting Organization) network for an urban LM. This model comprises: a) local government’s development in the marketing of LM, b) enhancement of the marketing by establishing an SO as a public organization operated by the residents, c) formulating a network of NPO marketing for LM by SO’s marketing function, in which NPOs are intermediating organizations for autonomous residents. The research develops a framework of LM Theory by applying a marketing approach, which has been suggested as a valid approach for the subject.
