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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
DOI: 10.2307/1250737
Stable URL: http://www.jstor.org/stable/1250737
Page Count: 10
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Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood like Soap
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Abstract

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.

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