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| Author: | Bendapudi, N. Singh, S. N. Bendapudi, V. |
| Title: | Enhancing helping behavior. An integrative framework for promotion planning (Marketingplanung; Marketingberatung) |
| Journal: | Journal of Marketing
1996 : JUL, VOL. 60:3, p. 33-49 |
| Index terms: | |
| Freeterms: | DIENSTLEISTUNGSBETRIEB, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Charitable organizations play a vital role in our society. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Therefore, charities may turn to marketeers for help in developing effective promotional strategies. The authors integrate relevant research in marketing, economics, sociology and social psychology to advance theoretical understanding of helping behavior. They develop research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help. |
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