Balabanis, George; Stables, Ruth E.; Phillips, Hugh C. - In: European Journal of Marketing 31 (1997) 8, pp. 583-603
Examines the degree to which leading UK charities have adopted the marketing concept in the last five years and how this has affected their performance. Based on Kohli and Jaworski’s (1990) work, an adaptation of the MARKOR scale was used to measure charities’ orientation towards their...
