Small charities, market orientation, and the decision to engage an advertising agency

Social Marketing Quarterly

Volumn 4, Issue 1, 1997, Pages 68-75

  Bennett, Roger ^a  

^a LONDON METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0347744783     PISSN: 15245004     EISSN: 15394093     Source Type: Journal    
DOI: 10.1080/15245004.1997.9960988     Document Type: Article

References (10)

1. Bennett, R. (1997). Small charities and their advertising agencies: An exploratory study. In review.
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4. Deng, S & Dart, J. (1994). Measuring market orientation: A multi-factor, multi-item approach. Journal of Marketing Management, 10(8), 725-742.
5. Fendley, A. & Hewitt, M. (1994). When charity begins with a pitch. Marketing, 25 June 1994.
6. Kohli, A.K., Jaworski, B. J & Kumar, A. (1993), MARKOR: A measure of market orientation. Journal of Marketing Research, 30, 467-77.
7. LaBahn, D.W. (1996). Advertiser perceptions of fair compensation, confidentiality and rapport. Journal of Advertising Research, 36 (2), 28-38.
8. Menard, S. (1995). Applied Logistic Regression Analysis, London: Sage. Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric Theory, Third Edition. New York: McGraw-Hill.
9. O'Sullivan, T. (1993). Goodwill gestures. Marketing Week, 26, November 1993, p. 30
10. Webster, F.E. (1988). Rediscovering the marketing concept. Business Horizons, 31, 29-39.