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Perceived market orientation and church participation

Mulyanegara (Casidy), Riza, Tsarenko, Yelena and Mavondo, Felix 2009, Perceived market orientation and church participation, in ANZMAC 2009 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2009, ANZMAC, [Melbourne, Vic.].

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Title Perceived market orientation and church participation
Author(s) Mulyanegara (Casidy), Riza
Tsarenko, Yelena
Mavondo, Felix
Conference name Australian and New Zealand Marketing Academy Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 30 Nov.-2 Dec. 2009
Title of proceedings ANZMAC 2009 : Proceedings of the Australian and New Zealand Marketing Academy Conference 2009
Editor(s) [Unknown]
Publication date 2009
Conference series ANZMAC : Australian and New Zealand Marketing Academy Conference
Total pages 9
Publisher ANZMAC
Place of publication [Melbourne, Vic.]
Keyword(s) church marketing
market orientation
church participation
non-profit
Summary Over the recent years, the concept of market orientation has become an attractive avenue for research in marketing. However, despite an array of theories, a systematic framework investigating the role of market orientation in non-profit organizations remains limited. Through the integration of concepts from church participation and marketing literature, the study put forth a comprehensive model that describes the role of market orientation in church participation phenomenon. The study found support for the positive association between ‘perceived market orientation’ and respondents’ extent of participation in church-related activities.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061065

Document type: Conference Paper
Collections: School of Management and Marketing
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Created: Wed, 26 Feb 2014, 12:41:09 EST by Riza Casidy

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.