I. Abstract The study aims to explore and determine the importance of philanthropic marketing in business strategy with the help of understanding its concept in the literature as well as assessing the real world practice of the organizations. The philanthropic marketing is one of the new and most focused approaches in the field of marketing that is aimed to incorporate the business strategy in the social interest and welfare. Manulife Cambodia is the insurance company in Cambodia that is mainly involved in community involvement and development using philanthropic marketing techniques such as donations to the schools, welfare of women ...
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