Community Action Programs are independent agencies whose energies are directed toward local issues. They have their historical and ideological roots in the settlement house movement of the 1890s. Though the marketing concept was almost a century away, the settlement houses exemplified a customer orientation and an emphasis on research. An existing Community Action Program in southern Wisconsin can be contrasted to this earlier ideal in marketing terms. The question is whether the current program with its greater marketing expertise adheres to marketing theory with greater regularity than did the settlement houses.
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