TITLE

Marketing With a Conscience

AUTHOR(S)
Higgins, Kevin T.
PUB. DATE
July 2002
SOURCE
Marketing Management;Jul/Aug2002, Vol. 11 Issue 4, p12
SOURCE TYPE
Periodical
DOC. TYPE
Interview
ABSTRACT
Interviews David W. Zucker, senior vice president of Porter Novelli. Views on cause-related marketing; Opinion on the significance of cause-related marketing to a company's branding strategy; Distinction between cause-related marketing and strategic philanthropy.
ACCESSION #
7116607

 

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