Profits for Nonprofits : Find A Corporate Partner  

Oleh:

Andreasen, Alan R.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 74 no. 6 (1996), page 47-60.
Topik: CORPORATE; advertising; advertising campaigns; marketing management; marketing strategy; nonprofit marketing; social change; Social enterprise

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Here's a familiar story : A nonprofit organization joins forces with a corporation in a cause - related marketing campaign. It seems like a win -win deal, but the nonprofit - and the media - find out several weeks into the campaign that the corporation's business practices are antithetical to the nonprofit's mission. The nonprofit's credibility is severely damaged. Is the moral of the story that nonprofits should steer clear of alliances with for - profit organizations ? Not at all, Alan Andreasen says. Nonprofit managers can help their organizations avoid many of the risks and reap the rewards of cause - related marketing alliances by thinking of themselves not as charities but as partners in the marketing effort.

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