Chapter 13 of the book "Theories and Techniques of Corporate Social Responsibility" is dedicated to the Corporate Giving, the different kinds of initiatives by which the Companies make charitable gift of gods, services or sums of money for social or humanitarian causes, non repayable or as vehiche of both social and business objectives, and to the Cause Related Marketing, which is a proper marketing activity in support of a good cause, in wich the charitable gift done by the Company is subordined in different shapes to the purchase of a product or a service by the customers, and by the purchase of which the customers qualify themselves from a point of view of value sharing, bestowing sense and significance.
Il Capitolo XIII del volume Teorie e tecniche della Responsabilità Sociale d’Impresa è dedicato al Corporate Giving, e cioè ai diversi tipi di iniziativa con i quali le imprese donano beni, servizi o somme di danaro per fini sociali o umanitari, a fondo perduto o come veicolo sia di obiettivi sociali, che di obiettivi di business, e al Cause Related Marketing, che è una vera e propria attività d’impresa a supporto di una causa sociale, in cui la donazione da parte dell’azienda, è subordinata, in varie forme, all’acquisto di un prodotto o di un servizio da parte dei consumatori, e con cui questi qualificano da un punto di vista valoriale i propri acquisti, attribuendovi senso e significato.
Capitolo XIII – Corporate giving e Cause Related Marketing / SCARCELLA PRANDSTRALLER, Stefano. - STAMPA. - (2013), pp. 335-354.
Capitolo XIII – Corporate giving e Cause Related Marketing
SCARCELLA PRANDSTRALLER, STEFANO
2013
Abstract
Chapter 13 of the book "Theories and Techniques of Corporate Social Responsibility" is dedicated to the Corporate Giving, the different kinds of initiatives by which the Companies make charitable gift of gods, services or sums of money for social or humanitarian causes, non repayable or as vehiche of both social and business objectives, and to the Cause Related Marketing, which is a proper marketing activity in support of a good cause, in wich the charitable gift done by the Company is subordined in different shapes to the purchase of a product or a service by the customers, and by the purchase of which the customers qualify themselves from a point of view of value sharing, bestowing sense and significance.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.