2016 | OriginalPaper | Buchkapitel
The Commercialisation of Charities – Developing or Destroying the Brand?
verfasst von : Dr Yasmin K. Sekhon, Prof. Teck-Yong Eng, Dr. Gordon Liu
Erschienen in: Cultural Perspectives in a Global Marketplace
Verlag: Springer International Publishing
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In today’s increasingly competitive markets not for profit organisations are campaigning more aggressively to retain their market share, their position and presence in consumer’s minds. As marketing campaigns reach new heights the consumer is faced with a plethora of organisations to potentially affiliate with and donate to. The not for profit organisation is being forced to become more commercialised and more competitive but is that to its own detriment?