Public and Nonprofit Marketing: Determinants and Developments, and the Contribution of an EGPA Study Group to the Field
Integration of public and nonprofit marketing issues into the current public administration research agenda is the result of the continued expansion in the last decades of spheres and content of the mentioned domains.
Public and nonprofit marketing become an instrument for discovering, adapting and applying the techniques and principles of marketing to public organizations and process, which requires the development of a specific and distinctive body of knowledge.
Re-evaluating and detailing the marketing objectives applicable to the public and nonprofit sectors have been the rationale and support of the establishment and existence of a permanent study group (PSG) of EGPA. This chapter brings the necessary arguments for further research in the field of public and nonprofit marketing and makes an evaluation of the activity up to the present moment, within the PSG XVI we mentioned.
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