TY  - BOOK
AU  - Wymer,Walter W.
AU  - Samu,Sridhar
TI  - Nonprofit and business sector collaboration: social enterprises, cause-related marketing, sponsorships, and other corporate-nonprofit dealings
SN  - 0789019922 (alk. paper)
AV  - HF5414 .N66 2003
U1  - 658.8 21
PY  - 2003///
CY  - New York
PB  - Best Business Books
KW  - Social marketing
KW  - Local
KW  - Social responsibility of business
KW  - Corporate sponsorship
KW  - Nonprofit organizations
KW  - Marketing
N1  - "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
ER  -