Developing and validating a multidimensional nonprofit brand orientation scale
Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more "businesslike" and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a "quick...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Elsevier
2005
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/18164 |
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