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Abstract
This article explores the implications of a proposed model that integrates the
multi-dimensional factors influencing strategic positioning in charities that
provide public services. It argues that the existing commercial marketing/strategy
interpretations of strategic positioning, such as positioning motives, strategic
positioning process and the marketing role in positioning, have limitations when
applied to non-profit organizations, such as charities.
multi-dimensional factors influencing strategic positioning in charities that
provide public services. It argues that the existing commercial marketing/strategy
interpretations of strategic positioning, such as positioning motives, strategic
positioning process and the marketing role in positioning, have limitations when
applied to non-profit organizations, such as charities.
Original language | English |
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Pages (from-to) | 283-290 |
Number of pages | 8 |
Journal | Public Money & Management |
Volume | 28 |
Issue number | 5 |
DOIs | |
Publication status | Published - Mar 2008 |
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