RULES FOR CHURCH PROMOTION DECISIONS
研究非营利组织（如教会）的最优营销推广决策规则，发现其以产出最大化为目标，导致推广支出高于营利组织，并分析了付费与志愿者员工带来的优化复杂性。
ABSTRACT This article presents and tests a model that extends our understanding of optimal marketing‐mix decision rules for nonprofit organizations (such as churches) that receive donation income, do not charge fixed prices for their services, and rely heavily on volunteer time as a resource for their operations. Such organizations are likely to employ an objective function of output maximization rather than profit maximization. This change in objective function leads to greater promotional spending than would be true of for‐profit organizations. The paper also highlights the complexities for optimization raised by the role of paid and volunteer staff in promotional activities.