... specific marketing capabilities, such as service innovativeness. Third, we contribute to the burgeoning field of the study of healthcare within services. Non‐profit organizations Marketing strategy Services Health services An executive summary for managers and executive readers can...

... will be positively associated with direct marketing implementation. Performance pressures Arts and other non‐profit organizations are faced with performance pressures on several fronts: they must not only maintain sales revenues for their various exhibitions or performances, but they must also continue...

... implications. © MCB UP Limited 1997 Arts Case studies Non‐profit organizations Relationship marketing Market segmentation Theatres We use a case study to demonstrate and support this position. For the five‐play 1994‐95 season, PRC attracted 5,946 subscribers who accounted for 43...