Measuring nonprofit marketing strategy performance: The case of museum stores
Article Abstract:
Marketing activities in museum stores provide several educational opportunities, whereas originally it was intended to provide financial support for the institution with which it was associated. The financial and educational museum store strategies is identified and the effectiveness in terms of strategies is measured providing a measurement for perceived educational performance based on findings from museum stores in America.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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Relationship marketing in the not-for-profit sector: An extension and application of the commitment-trust theory
Article Abstract:
The theorists advocate the application of relationship marketing concepts to the not-for-profit organization (NPO) sector, while the authors build on these contributions to adapt and extend the Morgan and Hunt commitment-trust model to the NPO sector. The model provides fundraisers in the NPO sector with a framework to understand and improve their relationships with organizational funders.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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The relationship between market-oriented activities and market-oriented culture: Implications for the development of market orientation in nonprofit service organizations
Article Abstract:
Alternate models that incorporate separate cultural and also behavioral constructs and the relationship between them are investigated. The results suggest that a positive relationship between market-oriented behaviors and organizational performance is mediated by market-oriented culture.
Publication Name: Journal of Business Research
Subject: Business, general
ISSN: 0148-2963
Year: 2005
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