Despite an array of theories, a systematic framework investigating the role of market orientation in non-profit organizations remains limited. Through the integration of theories from religious and marketing literature, this study put forth a model which incorporates market orientation as a focal construct in church participation.
CITATION STYLE
Mulyanegara, R. C. (2015). Church Marketing: An Investigation of the Role of Market Orientation in Church Participation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 143–147). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_74
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