search query: @indexterm CORPORATE STRATEGY / total: 2034
reference: 67 / 2034
| Author: | McAlister, D. T. Ferrell, L. |
| Title: | The role of strategic philanthropy in marketing strategy |
| Journal: | European Journal of Marketing
2002 : VOL. 36:5-6, p. 689-705 |
| Index terms: | CORPORATE PHILANTHROPY CORPORATE STRATEGY MARKETING STRATEGY |
| Language: | eng |
| Abstract: | This article outlines the concept of strategic philanthrophy, assesses its development and evolution, gives examples of the stakeholder focus, discusses marketing issues and addresses elements to consider in implementation. |
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