Who receives the most help? The most needy or those with the best marketers? (Editorial)

Polonsky, Michael 2003, Who receives the most help? The most needy or those with the best marketers? (Editorial), International journal of nonprofit and voluntary sector marketing, vol. 8, no. 4, pp. 302-304.

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Title Who receives the most help? The most needy or those with the best marketers? (Editorial)
Author(s) Polonsky, Michael
Journal name International journal of nonprofit and voluntary sector marketing
Volume number 8
Issue number 4
Start page 302
End page 304
Publisher John Wiley & Sons, Inc.
Place of publication Hoboken, N.J.
Publication date 2003-11
ISSN 1465-4520
1479-103X
Summary Presents an editorial overview of the tussle between who is best at the receiving end- the needy or the best marketer. Adoption of traditional marketing strategies to counter challenges from charitable organizations; Development of the entire market into focusing of the product's social responsibility; Shifting of practice from effective marketing to simply generating more resources from donors; Provision of a neutral field by evaluating charities on what they do rather than their marketing strategy.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C4.1 Letter or note
Copyright notice ©2003 Henry Stewart Publications
Persistent URL http://hdl.handle.net/10536/DRO/DU:30016387

Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
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