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Marketing Strategy & Strategic Marketing 


Strategic Marketing Planning and Positioning in Voluntary Non-Profit Organizations: Empirical Findings and Implications for British Charitable Organizations. This paper presents the results of an exploratory study, which examines the extent of strategic marketing planning and positioning in voluntary non-profit organizations (VNPOs) in the UK. The emerging non-profit marketing/positioning literature suggests that organizations adopt particular positioning strategies to differentiate themselves in increasingly competitive operating environments. However, the literature lacks adequate theoretical/conceptual frameworks and empirical studies to guide positioning research in the non-profit context and to inform charity management practice. The current study seeks to address some of these gaps. pdf 

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Status: 27. Februar 2013