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- Publisher
- SAGE
- Copyright
- © 1979 American Marketing Association
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- DOI
- 10.1177/002224297904300202
- Publisher site
- See Article on Publisher Site
Abstract
In order to effectively use marketing communications techniques for public and nonprofit sector problems, one must consider the extreme differences between these and private sector problems. Major differences may include the presence of very high or very low involvement, issues offering few perceivable benefits to individuals, and high monetary prices. A framework for considering very high and very low involvement cases is considered and options for marketers are presented.
Journal
Journal of Marketing – SAGE
Published: Mar 1, 1979