oa Journal of Marketing - 'No one has ever become poor by giving' : philanthropic marketing



''I don't think you ever stop giving. I really don't. I think it's an on-going process. And it's not just about being able to write a cheque. It's being able to touch somebody's life" - Oprah Winfrey on philanthropy. Globally, big businesses are realizing just this, looking beyond the generous charitable donations and more toward creating social value with the help of strategic philanthropic marketing initiatives.


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