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Marketing: The key to organizational effectiveness

✍ Scribed by R.W. Lawson

Book ID: 116021251
Publisher: Elsevier Science
Year: 1983
Tongue: English
Weight: 359 KB
Volume: 16
Category: Article
ISSN: 0024-6301
DOI: 10.1016/0024-6301(83)90164-4

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## Abstract This paper examines the use of marketing exchange theory in the nonprofit sector and argues that current mainstream marketing theory is ill equipped for such use. It is argued that this is due to its continued reliance on neoclassically derived assumptions of human behaviour, resulting