Global Corporate Philanthropy – Marketing Beyond the Call of Duty?

Addresses the growing incidence of corporate philanthropy on the part of multinational corporations, not only in their country of origin,but also on an increasingly international scale. Defines the term“global corporate philanthropy” (GCP), and reviews the environmental factors which have proven to be a catalyst behind its growth. Discusses its position within the marketing concept and explains why firms need to include corporate philanthropy in their marketing strategy.