Enhancing Helping Behavior : An Integrative Framework for Promotion Planning  

Oleh:

Bendapudi, Neeli ; Singh, Surendra N. ; Bendapudi, Venkat

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 60 no. 3 (1996), page 33-49.
Topik: promotion; behaviour; promotion planning

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Charitable organizations play a vital role in our society, as is evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities, and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. The authors integrate relevant research in marketing, economics, sociology, and social psychology to advance theoretical understanding of helping behaviour. They develop research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help.

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