From questioning the real power of social media to engaging in cause marketing with real impact, the author lists four takeouts from 2016
Alliance comes into effect from March 2016
Charity, philanthropy, patronage have existed from time immemorial. They have been part of a societal code that has governed the act of giving, from a time when monarchies prevailed to a day where mega corporations have replaced kingdoms. For centuries, the basic code did not alter. Philanthropy was always discreet and ever so often the donation anonymous. The first significant shift happened in the early 1980s when a now formidable discipline called “Marketing” collided with philanthropy to give birth to a new concept: “Cause Marketing”.
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