摘要
对抗击'非典'时期企业的捐赠行动从管理学和市场营销理论的角度进行分析,可以看出,企业应主动承担起相应的社会责任,并从危机发现营销机会,提升企业形象.
We can analyse the donations from the angle of management and marketing in the period of resisting the SARS. We can discover that the corporations should afford the corresponding social duties, find the marketing opportunity, and promote the corporation image.
作者
傅玲玲
FU Ling-ling(Zhengzhou Training Institute of the People’s Bank of China, Zhengzhou 450008, China)
出处
《平原大学学报》
2004年第4期45-46,共2页
Journal of Pingyuan University
