CHEW, Celine <br/><br/>
Strategic positioning in UK charities that provide public services :  implications of a new integrating model 

 - Oxford, UK :  Wiley-Blackwell,  October 2008 
<br/><br/> 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