Global corporate philanthropy and relationship marketing

Marylyn Collins

European Management Journal, 1994, vol. 12, issue 2, 226-233

Abstract: Cynicism within society towards the activities of large organisations has made many firms realise they have a part to play in the community beyond the pursuit of mere profit. At the same time changes in the concept and practice of marketing are taking it beyond the single transaction focus to a relationship focus. Global corporate philanthropy can play a role in developing those relationships and differentiating firms from their competitors. The article examines the role of the marketing department as central planner in this strategy, and discusses the need for firms to professionalise their approach to corporate philanthropy. A short case study of Body Shop International illustrates how they have harnessed marketing skills to coordinate their highly successful philanthropic programme.

Date: 1994
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