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Nonprofit and Business Sector Collaboration - Social Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate-Nonprofit Dealings (Paperback)
Loot Price: R1,586
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Nonprofit and Business Sector Collaboration - Social Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate-Nonprofit Dealings (Paperback)
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"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 imagethere 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!
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