Operationalizing the marketing concept

Achieving market orientation in the nonprofit context

Authored by: Paulette Padanyi

The Routledge Companion to Nonprofit Marketing

Print publication date:  November  2007
Online publication date:  November  2007

Print ISBN: 9780415417273
eBook ISBN: 9780203936023
Adobe ISBN: 9781134114917


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Marketing is generally acknowledged to be an essential strategic management function. In particular, marketing expertise is critical when an organization has to appeal to outside groups to generate revenue and/or to compete with other organizations for its sources of revenue.

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