... context. Gillian Naylor can be contacted at: gillian.naylor@unlv.edu © Emerald Group Publishing Limited 2009 Non‐profit organizations Marketing strategy Services Health services An executive summary for managers and executive readers can be found at the end of this article...

... is the values that guide creativity: to produce for the public at large, for peers, or only for one’s self (Hirschman, 1983). Five dimensions © MCB UP Limited 2003 Direct marketing Non‐profit organizations Organizational performance Innovation Arts Importance of direct marketing...

..., a sweatshirt with logo, etc.; the Harley Davidson owner that does not belong to the Harley Owners Group but who does buy and wear Harley shirts and jackets). © MCB UP Limited 1997 Arts Case studies Non‐profit organizations Relationship marketing Market segmentation Theatres...