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Υποστήριξε, εν ολίγοις, ότι οι μη κερδοσκοπικοί οργανισμοί και οι φορείς που προωθούν κοινωνικές αλλαγές θα ενισχύσουν τις προοπτικές επιτυχίας τους εάν υιοθετήσουν τις πρακτικές Μάρκετινγ