Empirical Findings and Implications for British
Charitable Organizations. This paper presents the
results of an exploratory study, which examines the
extent of strategic marketing planning and positioning
in voluntary non-profit organizations (VNPOs) in the UK.
The emerging non-profit marketing/positioning literature
suggests that organizations adopt particular positioning
strategies to differentiate themselves in increasingly
competitive operating environments. However, the
literature lacks adequate theoretical/conceptual
frameworks and empirical studies to guide positioning
research in the non-profit context and to inform charity
management practice. The current study seeks to address
some of these gaps. pdf
