Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more "businesslike" and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a "quick-fix"...

For most of its existence advertising has focused on attracting customers. More recently, enlightened organisations have recognised the need to expand their communications efforts to incorporate all stakeholders, not only end-users. The marketing literature has begun to address stakeholder...