Purpose – The current work seeks to analyze the different effects of three alternative strategic marketing orientations – market orientation, sales orientation, and product orientation – on non‐profit organizations' effectiveness, specifically their economic and social effectiveness....

Purpose – The purpose of this paper is to explore the relationship between museums and their donor clients (“friends”) by analysing the relative importance of the benefits (material and non‐material) that such friends of the organisation receive, their organisational identification with...

Purpose – While a vast number of studies have pointed out the keys of relationship marketing practices in consumer markets, little attention has been paid to the value the organization can get from such strategies. The literature provides relatively little support for the effectiveness of...