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Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood like Soap
Michael L. Rothschild
Journal of Marketing
Vol. 43, No. 2 (Spring, 1979), pp. 11-20
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250737
Page Count: 10
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In order to effectively use marketing communications techniques for public and nonprofit sector problems, one must consider the extreme differences between these and private sector problems. Major differences may include the presence of very high or very low involvement, issues offering few perceivable benefits to individuals, and high monetary prices. A framework for considering very high and very low involvement cases is considered and options for marketers are presented.
Journal of Marketing © 1979 American Marketing Association