search query: @author Mescon, T. S. / total: 3
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| Author: | Mescon, T. S. Tilson, D. J. |
| Title: | Corporate philanthropy : a strategic approach to the bottom-line. |
| Journal: | California Management Review
1987 : WINTER, VOL. 29:2, p. 49-61 |
| Index terms: | STRATEGIC MANAGEMENT CORPORATE PHILANTHROPY |
| Language: | eng |
| Abstract: | The rapidly expanding movement to professionalize the corporate contributions function is examined, linking giving to special events in sports and the arts, the pressures to reorient philanthropy into a bottom-line function. The underlying strategy of this new-style philanthropy is for companies to obtain a tangible return for their contribution. It can successfully be utilized as a marketing tool, as an image enhancement mechanism and to increase an organization's "touch-factor" with its clientele. The management of corporate philanthropy has become an integral component of the strategic planning. |
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