| Автор | Ferguson, Jeffrey M. |
| Автор | Brown, Stephen W. |
| Дата выпуска | 1991 |
| dc.description | Executives of associations, clubs, and professional societies need to understand and utilize a marketing oriented approach to managing their organizations. Marketing is not just selling a product; it is the sensitivity and commitment to align the organization's purpose to satisfying its members. Associations' success depends on maintaining its current members, attracting new members, and invoking involvement. Since associations do not usually offer a "product," it is necessary that they concentrate on presewing and serving their membership through quality service. This paper explains the importance of implementing a marketing orientation as well as the value of improving marketing efforts for associations. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Relationship Marketing and Association Management |
| Тип | research-article |
| DOI | 10.1300/J090v07n02_13 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 7 |
| Первая страница | 137 |
| Последняя страница | 147 |
| Аффилиация | Ferguson, Jeffrey M.; Associate Professor of Marketing, College of Business and Administration, University of Colorado, Colorado Springs, CO, 80933-7150 |
| Аффилиация | Brown, Stephen W.; Professor of Marketing and Executive Director, Arizona State University, Tempe, AZ, 85287 |
| Выпуск | 2 |
