Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment , by Alan R. Andreasen. San Francisco: Jossey‐Bass, 1995. 367 pp., $30.95 cloth. Marketing Strategies for Nonprofit Organizations , by Siri Espy. Chicago, Ill.: Lyceum Books, 1993. 165 pp., $19.95 paper. Marketing Nonprofit Programs and Services: Proven and Practical Strategies to Get More Customers, Members, and Donors , by Douglas B. Herron. San Francisco: Jossey‐Bass, 1997. 282 pp., $32.95 cloth.
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Denise Nitterhouse (1999) studied this question.