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Strategies for Introducing Marketing into Nonprofit Organizations
Journal of Marketing
Vol. 43, No. 1 (Jan., 1979), pp. 37-44
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1250756
Page Count: 8
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Marketing is a topic of growing interest to nonprofit organization managers as their organizations confront new, complex marketplace problems. These institution heads are taking their first, tentative steps toward marketing, often confusing it with its advertising and selling subfunctions. Nonprofit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant, or appointing a marketing director or marketing vice president.
Journal of Marketing © 1979 American Marketing Association