Not-for-profit marketing :branding, brand equity and marketing of smaller charities
Decades after the idea of not-for-profit marketing was first introduced the uptake has not been universal. This study investigates the application of commercial marketing principles in a sector where objectives other than profit are pursued. In particular, it seeks to establish the effectiveness...
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| Language: | en |
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University of South Africa
2009
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| Online Access: | http://hdl.handle.net/10500/65 |