個案資料
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London Regional Children's Museum
內容大綱
The London Regional Children's Museum is engaged in a fund-raising campaign in order to move from temporary cramped facilities to an owned, large building. The needed million-dollar plus goal has been roughly half achieved. The case describes the museum and the environment in which it is seeking funds. The director is attempting to design a campaign to reach private donors.
學習目標
<ul><li>To illustrate the applicability of marketing to not-for-profit situations.</li><li>To illustrate one of the major marketing challenges of not-for-profit organizations, that is, fund raising campaigns.</li><li>To illustrate the major distinction between strategy and tactics in a marketing program.</li></ul>