Centro de Documentacion de Fundación MAPFRE - The Competitive adventage of corporate philanthropy

MAP20071503146

The Competitive adventage of corporate philanthropy / Michael E. Poter, Mark R. Kramer

The article describes the "strategic philanthropy" which is used as a form of public relations or advertising, promoting a company's image or brand through cause-related marketing or other high-profile sponorships and explains its social and economic benefits

En: Harvard business review. - Boston. - December 2002 ; p. 56-68

1. Acción social de la empresa . 2. Ventaja competitiva . 3. Beneficios empresariales . 4. Patrocinio . 5. Marketing estratégico . 6. Publicidad . 7. Estrategia empresarial . I. Kramer, Mark R. . II. Título. III. Título: Harvard business review.