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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
35 / 9710 |
Essay's paper body
Commercial organizations have realized that resources of personnel and dollars that they formerly gave away to non-profit charities as handouts from surplus profits could, with careful thought, be put to strategic use (Smith 1994). That is, instead of giving $100,000 to Harry's Homeless Shelter for Harry to do with pretty much as he wished, a major corporation might use the same funds to organize a fundraising event such as 10K run or a mini-fair at which there would be significant benefits to Harry but also there would be great publicity, TV and newspaper coverage, and product giveaways, all of which could increase brand sales...
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That is, instead of giving $100,000 to Harry's Homeless Shelter for Harry to do with pretty much as he wished, a major corporation might use the same funds to organize a fundraising event such as 10K run or a mini-fair at which there would be significant benefits to Harry but also there would be great publicity, TV and newspaper coverage, and product giveaways, all of which could increase brand sales...
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General points of the essay
A critical review of the ways in which marketing thought is evolving in response to current trends in the services marketing environment.
Alliances and Ethics in Social Marketing
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