Online from: 1996
Subject Area: Marketing
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|Title:||Corporate citizenship — from the boardroom to the brand|
|Author(s):||Annabelle Chalker, (Kinross & Render Ltd, 192–198 Vauxhall Bridge Road, London)|
|Citation:||Annabelle Chalker, (1998) "Corporate citizenship — from the boardroom to the brand", Journal of Communication Management, Vol. 2 Iss: 4, pp.389 - 395|
|Keywords:||Business benefits, Cause-related marketing, Community investment, Corporate citizenship|
|Article type:||General review|
|DOI:||10.1108/eb023479 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|Abstract:||In October last year, the Confederation of British Industry (CBI) and the Public Relations Consultants Association (PRCA), hosted a conference to review the state of corporate citizenship in the UK. Organised by Kinross & Render Public Relations, the event featured speakers from the PRCA, Barclays plc, British Telecom's Community Partnership Programme, Medialink, Cadbury Schweppes, Kleimvort Benson and Business in the Community. Based on the contributions made at this conference, and drawing upon recent research, this paper examines the following themes: what it means to be a corporate citizen; the benefits and pitfalls involved for corporate citizens; and what future trends may be expected as we approach the millennium.|
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