| Автор | Busenitz, Lowell |
| Автор | McDaniel, Stephen W. |
| Автор | Lau, Chung-Ming |
| Дата выпуска | 1991 |
| dc.description | This empirical study investigates the use of general versus niche marketing strategies within the nonprofit professional services sector. Using new churches as the unit of study, a more general strategy was found to make the greatest contribution toward numerical growth of the organization. Both general and focused approaches were found to have significant effects on personal growth of the individual church member. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Focused versus General Marketing Strategies in a Religious Setting |
| Тип | research-article |
| DOI | 10.1300/J090v06n01_14 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 6 |
| Первая страница | 167 |
| Последняя страница | 182 |
| Аффилиация | McDaniel, Stephen W.; Associate Professor of Marketing, Texas A&M University, College Station, TX, 77843 |
| Выпуск | 1 |
