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Marketing for a better world : a value proposition framework for NGOs from a S D logic perspective

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Figure

Figure 1: Four categories of NGO publics (Kotler, 1982).
Table 1: Typology of Customer Value ( (Holbrook, 2006)
Table 2: Eight forces of pro-social behavior. Adapted, (Holbrook, 2006)
Table 4: selection NGOs
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