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| Author: | Kates, S. M. |
| Title: | AIDS and community-based organizations: the marketing of therapeutic discourse |
| Journal: | European Journal of Marketing
2002 : VOL. 36:5-6, p. 621-641 |
| Index terms: | AIDS MARKETING NON-PROFIT ORGANIZATIONS RELATIONSHIP MARKETING SOCIETY |
| Language: | eng |
| Abstract: | This article explores the meanings of societal marketing in the context of AIDS community-based organizations (CBOs). Studies have investigated the practice of relationship marketing in for-profit businesses, but we have yet to understand fully the practice of relationship marketing in the vast and socially important not-for-profit or philanthropic sectors that practise societal marketing. |
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