CHEW, Celine
Strategic positioning in UK charities that provide public services : implications of a new integrating model - Oxford, UK : Wiley-Blackwell, October 2008
This article explores the implications of a proposed model that integrates the multi-dimensional factors influencing strategic positioning in charities that provide public services. It argues that the existing commercial marketing/strategy interpretations of strategic positioning, such as positioning motives, strategic positioning process and the marketing role in positioning, have limitations when applied to non-profit organizations, such as charities
Strategic positioning in UK charities that provide public services : implications of a new integrating model - Oxford, UK : Wiley-Blackwell, October 2008
This article explores the implications of a proposed model that integrates the multi-dimensional factors influencing strategic positioning in charities that provide public services. It argues that the existing commercial marketing/strategy interpretations of strategic positioning, such as positioning motives, strategic positioning process and the marketing role in positioning, have limitations when applied to non-profit organizations, such as charities
