search query: @author Banting, P. M. / total: 8
reference: 4 / 8
| Author: | Mahatoo, W. H. Banting, P. M. |
| Title: | Breathing new life into the Lung Association. |
| Journal: | European Research
1988 : NOV, VOL. 16:4, p. 247-253 |
| Index terms: | MARKETING RESEARCH CHARITIES |
| Language: | eng |
| Abstract: | A study was conducted for the Canadian Lung Association with 357 respondents. LA was established originally to combat tuberculosis. A frequent problem with charitable organizations is the identification of the objectives they wish to reach, or the causes they serve. The study shows that the image of Lung Association has become very diffuse, and the public sees little value in the organisation. It is shown how such organisations could become more successful by redefinition of their mission and by development of a new corporate image and promotional strategies. |
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