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dc.contributor.authorBendapudi, Neeli
dc.contributor.authorSingh, Surendra N.
dc.contributor.authorBendapudi, Venkat
dc.date.accessioned2015-05-15T19:26:08Z
dc.date.available2015-05-15T19:26:08Z
dc.date.issued1996-07
dc.identifier.citationBendapudi, Neeli, Surendra N. Singh, and Venkat Bendapudi. "Enhancing Helping Behavior: An Integrative Framework for Promotion Planning." Journal of Marketing 60.3 (1996): 33. Web.en_US
dc.identifier.urihttp://hdl.handle.net/1808/17774
dc.descriptionThis is the published version. Copyright 1996 American Marketing Association.en_US
dc.description.abstractCharitable organizations play a vital role in society, as evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. A study integrates relevant research in marketing, economics, sociology and social psychology to advance theoretical understanding of helping behavior. In addition, research propositions regarding specific promotional strategies that charitable organizations cam employ to elicit help are presented.en_US
dc.publisherAmerican Marketing Associationen_US
dc.titleEnhancing helping behavior: An integrative framework for promotion planningen_US
dc.typeArticle
kusw.kuauthorBendapudi, Neeli
kusw.kuauthorBendapudi, Venkat
kusw.kudepartmentSchool of Businessen_US
kusw.oaversionScholarly/refereed, publisher version
kusw.oapolicyThis item does not meet KU Open Access policy criteria.
dc.rights.accessrightsopenAccess


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