Word: defillippo
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Dates: during 1997-1997
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...pure-cause marketing, where a company is apt to adopt a cause as a way to brighten its own corporate image. For example, insurance giant Prudential, battered by years of negative publicity surrounding its agents' sales practices, last year began sponsoring a national youth-volunteerism campaign. Spokesman Robert DeFillippo acknowledges that the campaign is helping rebuild Prudential's image. But "you can't tie them directly," he says. "We're 120 years old and have a long tradition of youth programs." Still, such image building invites the most criticism because it's seen as largely self-serving...
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