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- W2570276547 abstract "While much is known and research continues to understand more about marketing in emerging economies and investigations into the NPO sector are increasing, scant research is found on the NPO sector within emerging markets. The few available studies on NPO sector activities in emerging markets tend to focus on NGO-corporate relationships or macro-level sector reports. Furthermore, most NPOs discussed in previous research are large, international organizations rather than indigenous or small-to-medium size NPOs. Thus little is known about the marketing strategies within NPOs in emerging markets. The present manuscript proposes a process through which such knowledge may be gained while posing the research question: Are market-centered strategies and tactics (e.g., market orientation, brand orientation, promotion activities) advocated for the developed market NPO sector applicable to the emerging market NPO sector?" @default.
- W2570276547 created "2017-01-13" @default.
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- W2570276547 date "2017-01-01" @default.
- W2570276547 modified "2023-09-27" @default.
- W2570276547 title "The Applicability of Market-centered Strategies and Tactics to Nonprofit Organizations in Emerging Markets: An Exploration" @default.
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- W2570276547 doi "https://doi.org/10.1007/978-3-319-50008-9_162" @default.
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