|
| << vorige | volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 6 van 13 gevonden artikelen
| Titel: |
Joint Venture Marketing |
| Auteur: |
Barnes, Nora Ganin |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 9 (1991) nr. 1-2 pagina's 23-36 |
| Jaar: |
1991-12-26 |
| Inhoud: |
Joint venture marketing links a for profit organization with a non-profit organization for their mutual benefit. Since American Express launched its 1981 Statue of Liberty/Ellis Island campaign, the strategy has proliferated among all types of health care organizations, manufacturers and even financial and educational institutions. With the successes have come concerns about non-profits having to compromise their integrity, the elimination of traditional corporate philanthropy, or the temptation for corporations to seek out only "marketable" causes as partners. Interviews conducted with Fortune 500 companies and the largest charities in the U.S. indicate a shared perception of possible risks in joint venture promotions. They virtually all agree that the strategy is profitable and is likely to continue as a popular marketing tool for all types of organizations. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 6 van 13 gevonden artikelen
| << vorige | volgende >> |