Perceptions and marketing positioning in nonprofit agencies

  • William Steele
  • Michael Hazelton


This paper describes the informal marketing approaches of a large nonprofit agency which successfully positioned itself to market educational videos for use in schools. The agency evaluated competition and used existing positive perceptions to create a position in the educational market by developing products to meet both the needs and wants of consumers. The authors conclude that successful marketing in cludes effective promotions and advertising, as well as creating positive perceptions, which, in turn will create strong market positions.


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Copyright information

© Human Sciences Press, Inc 1991

Authors and Affiliations

  • William Steele
    • 1
  • Michael Hazelton
    • 1
  1. 1.New Center Community Mental Health ServicesDetroit

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