Surveillance and charitable donation behaviour : a social marketing approach

• Main Authors: Karen White, Sanjaya Gaur, Sheau-Fen Yap, Wee Yu Ghee
• Format: Book Section
• Language: English
• Published: Faculty of Entrepreneurship and Business,UMK 2015
• Online Access: http://discol.umk.edu.my/id/eprint/8550/1/Conference%20Paper%205%20ISEB%202015.docx; http://discol.umk.edu.my/id/eprint/8550/

With the focus of the media headlines on the economic and political impacts, it is unclear to what extent this has affected charitable donations. The successful implementation of a donation campaign represents a major marketing challenge in the current economic climate. There is a growing consensus...