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Marketing and social welfare: matched goals and dual constituencies
Abstract
The field of social welfare has increasingly given credence to the idea that, in order to survive, its organizations must draw on business concepts and methods of management, planning, personnel administration, and budgeting. Unlike some human service organizations such as hospitals, social welfare organizations have not recognized the area of marketing as important to their management functions. However, in the face of dwindling funds, increased competition, and calls for accountability, the time is ripe for a recognition of the needs of social welfare's dual constituency and for the inclusion of marketing methods in social welfare administration. (Journal abstract.)
Journal
(1991)
vol15
no4
pages19-34
Categories
-
Communications and Marketing
