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| Author: | Horne, S. Laing, A. |
| Title: | Editorial : Non-profit marketing - ghetto or trailblazer ? |
| Journal: | Journal of Marketing Management
2002 : DEC, VOL. 18:9-10; p.829-832 |
| Index terms: | MARKETING NON-PROFIT ORGANIZATIONS |
| Language: | eng |
| Abstract: | Marketing research is moving beyond descriptive accounts in the field of non-profit marketing. At too many times non-profit marketing is characterized and the interactions are limited. The applications of marketing concepts in unconventional contexts are offering more critical and reflective analysis. |
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