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Marketing philanthropy: getting by giving.

Publication: San Fernando Valley Business Journal
Publication Date: 23-OCT-06
Format: Online
Delivery: Immediate Online Access
Full Article Title: Marketing philanthropy: getting by giving.(Kaleidoscope: Our Changing Valley)

Article Excerpt
Are San Fernando Valley businesses more--or less--philanthropically generous than the rest of the city, the country, and the world?

The concept of charity is somehow inherently contradictory to the precepts of capitalism. People work as hard as they can, often relegating ethics, honesty, and fair play to the back burner, while avarice and a win-at-any-price attitude prevail.

And then--they turn around and donate millions to AIDS relief, the homeless or abused, or to hundreds of other worthwhile causes.

The passage of time has dimmed our collective memory of the excesses of the Robber Barons--Rockefeller, Carnegie, Morgan, and the like. Today we remember their charitable gifts to libraries, universities, and philanthropies. John D. Rockefeller hired one of the...

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