2015 | OriginalPaper | Buchkapitel
Testing the Premise that Marketing Attitudes and Brand Orientation Correlate with Nonprofit Performance: Connecting Research and Practice
verfasst von : Eileen Weisenbach Keller, Mary Conway Dato-on
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
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The importance and implementation of marketing strategies and brand orientation in the management of nonprofit organizations (NPOs) is still being debated. Through the use of three psychometrically robust scales, this study aims to bring the intangible value of the NPO brand and marketing attitudes into a more concrete perspective.