Relationship marketing in the not-for-profit sector : the key to a strategic marketing focus? : the case of the subsidised arts
(2003)
Thesis
Conway, A. Relationship marketing in the not-for-profit sector : the key to a strategic marketing focus? : the case of the subsidised arts. (Thesis). University of Salford
There is evidence to suggest that not-for-profit organisations generally, and subsidised arts
organisations particularly, tend to use marketing for short-term, tactical purposes. This
research study considers whether successful subsidised arts orga...
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