Marketing orientation, societal orientation and organisational learning in the not-for-profit/public sector

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Abstract

This paper examines the link between the marketing and societal orientation literature and the organisational literature in a not-for-profit context. Specifically, it discusses the similarities between them but also the potential links. The application of these theories is then extended into the not-for-profit/public sector introducing societal orientation theory. To this end, a conceptual model is proposed to link the marketing and societal orientations to organisational learning theory in this context.
Original languageEnglish
Title of host publicationANZMAC 2003
Subtitle of host publicationproceedings : A celebration of Ehrenberg and Bass : marketing knowledge, discoveries and contribution
EditorsGus Geursen, Rachel Kennedy, Monica Tolo
Place of PublicationAdelaide
PublisherANZMAC
Pages1990-1997
Number of pages8
ISBN (Print)0868039837
Publication statusPublished - 2003
EventAustralian and New Zealand Marketing Academy Conference (2003) - Adelaide
Duration: 1 Dec 20033 Dec 2003

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2003)
CityAdelaide
Period1/12/033/12/03

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