Nonprofit and business sector collaboration social enterprises, cause-related marketing, sponsorships, and other corporate-nonprofit dealings Walter W. Wymer, Jr., Sridhar Samu, editors.
Detalles de publicación: New York Best Business Books c2003.Descripción: 197 p. ill. 23 cmISBN:- 0789019922 (alk. paper)
- 0789019930 (pbk. : alk. paper)
- 658.8 N814 21
- HF5414 .N66 2003
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8 N814 (Navegar estantería(Abre debajo)) | Disponible | 80000002189432 |
Descripciones mejoradas de Syndetics:
Business managers: are you considering supporting a worthy cause?
Nonprofit administrators: are you considering looking for a corporate partner?
Examine ways to reap the benefits--while avoiding the sometimes-hidden pitfalls--of these partnerships!
In the last decade, cooperation between businesses and nonprofit organizations has increased dramatically. Businesses, no longer content to simply make contribution to worthy causes, are now working with nonprofits in ways that help them increase their visibility and reach new consumer groups. In this book, top researchers explore the how, why, and when of this kind of collaboration. In addition to examining the various types of relationships that currently exist between these kinds of organizations and what the future could hold, Nonprofit and Business Sector Collaboration goes on to explore cause-related marketing, philanthropy, social enterprise, sponsorships, alliances, licensing agreements, and more.
This informative book illustrates the motives for and expected outcomes of developing these collaborative business relationships, and then gets specific with insightful examinations of: the role that marketing plays in cross-sector collaboration alliances (strategic partnerships, symbiotic marketing, etc.) and the characteristics each partner and the partnership itself must have to succeed how the public's attitude toward a charity can change when the charity accepts corporate donations how existing perceptions of a company's ethics can affect a cause-related marketing campaign Pepsi's cause-related marketing campaigns in Spain--how they were perceived by the Spanish population, and their effect on the company's image there how nonprofits can create successful relationships with corporate sponsors and their customers how businesses and arts organizations can work together for their mutual benefit and more!
"Co-published simultaneously as Journal of nonprofit & public sector marketing, volume 11, number 1, 2003."
Includes bibliographical references and index.
Dimensions of business and nonprofit collaborative relationships / Walter W. Wymer, Jr., Sridhar Samu -- Marketing's role in cross-sector collaboration / James E. Austin -- Theory of alliances : partnership and partner characteristics / Easwar Iyer -- Dangerous donations? The effects of cause-related marketing on charity attitude / Debra Z. Basil, Paul M. Herr -- The effects of prior impressions of a firm's ethics on the success of a cause-related marketing campaign : do the good look better while the bad look worse? / Michal Strahilevitz -- Effect of cause-related marketing on attitudes and purchase intentions : the moderating role of cause involvement and donation size / Mahmood M. Hajjat -- A study on the effect of cause-related marketing on the attitude towards the brand : the case of Pepsi in Spain / Iñaki Garcia, Juan J. Gibaja, Alazne Mujika -- Cause-related marketing : keys to successful relationships with corporate sponsors and their customers / Linda I. Nowak, T.K. Clarke -- Revisting business and the arts / Derrick Chong -- When soloists form a choir : communication requirements of sustainability networks / Christiane E. Pfeiffer.
Tabla de contenidos provista por Syndetics
- Introduction(p. 1)
- Dimensions of Business and Nonprofit Collaborative Relationships(p. 3)
- Marketing's Role in Cross-Sector Collaboration(p. 23)
- Theory of Alliances: Partnership and Partner Characteristics(p. 41)
- Dangerous Donations? The Effects of Cause-Related Marketing on Charity Attitude(p. 59)
- The Effects of Prior Impressions of a Firm's Ethics on the Success of a Cause-Related Marketing Campaign: Do the Good Look Better While the Bad Look Worse?(p. 77)
- Effect of Cause-Related Marketing on Attitudes and Purchase Intentions: The Moderating Role of Cause Involvement and Donation Size(p. 93)
- A Study on the Effect of Cause-Related Marketing on the Attitude Towards the Brand: The Case of Pepsi in Spain(p. 111)
- Cause-Related Marketing: Keys to Successful Relationships with Corporate Sponsors and Their Customers(p. 137)
- Revisiting Business and the Arts(p. 151)
- When Soloists Form a Choir: Communication Requirements of Sustainability Networks(p. 167)
- Index(p. 195)