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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Corporate Philanthropy: A Strategic Marketing Consideration
Author(s): Philip L. Fioravante
Citation: Philip L. Fioravante, (2010) "Corporate Philanthropy: A Strategic Marketing Consideration," Journal of Applied Business and Economics, Vol. 11, Iss. 3, pp. 91 - 96
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Considering the essential rudiments of a strategic marketing plan, firms explore internal and external means. Corporate philanthropy is quickly becoming a viable strategic option in development of marketing strategies. Firms looking to further brand development, market recognition, and enhanced customer perceptions can integrate philanthropic initiatives throughout the planning process. Implementing these initiatives in a complementary fashion to the overall business plan brings forth the latency of creating a distinctive competitive advantage for those choose to do so. This marketing phenomenon provides a cogent social and economic approach to furthering the myriad of business agendas necessary to have market sustainability.
