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Marketing: For Public and Nonprofit Managers - Lovelock, Christopher H. & Weinberg, Charles B.
John Wiley & Sons, Inc., 1984
A decade ago, the formal use of marketing in the public and non-profit sectors was at am embryonic stage of development. Managers and academics were searching for insights from private-sector marketing that could be applied to improving the management of nonbusiness organizations. Today public and non-profit marketing can truly be said to have come of age. Although much room remains for improvement, as in the private sector, many examples now exist of a high level of skill and professionalism in developing and executing nonbusiness marketing programs.