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The paper explores the increasing competition among non-profit organizations due to their growing numbers and the essential role of marketing communication in achieving differentiation and competitive advantage. It emphasizes the challenges posed by the intangibility of non-profit services and highlights how effective communication is crucial for raising awareness, securing funding, and promoting activities. In urgent scenarios, such as disaster relief fundraising, the impact of marketing strategies can be critical, potentially influencing life-or-death outcomes.
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Marketing communications of non-profit organizations, Jens Walther
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- Année de publication
- 2008
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