Kuschel, kuschel, kuschel – about the role of brands in a ‘philanthropic’ world order

Marketing has taken on increasingly philanthropic element, in line with the 'train of philanthropication' that has become increasingly important in a number of societies around the world.

Kuschel, kuschel, kuschel – about the role of brands in a 'philanthropic' world order

Hans-Bert Matoul, Stefan Hagl and Michael WittenbergH,T,P, Concept, Germany


Whether Live Aid, Live Earth, 'a new Gandhi' called Bill Gates, a French table water brand supporting Unicef – there is no denying it: Society is changing fundamentally – and an increasing number of brands are caught up in the whirlpool of what we call 'philanthropication'.Issues such as sustainability, social responsibility, ethical and ecological correctness dominate...

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