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| Author: | Hibbert, S. |
| Title: | The market positioning of British medical charities |
| Journal: | European Journal of Marketing
1995 : VOL. 29:10, p. 6-26 |
| Index terms: | CHARITIES CONSUMER ATTITUDES HEALTH |
| Language: | eng |
| Abstract: | One of the greatest challenges facing managers of medical charities today is to distinguish effectively their cause and their organization in an environment of rapidly increasing competition. Investigates consumer attitudes identifying those that serve to discriminate among different types of medical charity. Results reveal that those characteristics which best serve to discriminate between competing types of charity are: whether they are perceived to deal with a condition that is due to a genetic or birth defect, as opposed to an acquired condition. |
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