Attracting Attention
The Taproot Foundation provides organized volunteers who deliver marketing expertise.
Articles
Competitive Advantage: A Dance of Relevance
Ballet Memphis leverages its understanding of local culture – Elivs, gospel, rockability, and African-American stories – to compete against touring Broadway blockbusters.
Nonprofits and the Net
Tight budgets and a lack of technical know-how
are keeping nonprofits off the web.
Cause Marketing: Attention Campers
How Girls Inc. put the power of Lancome to work in support of mission.
Best of Breed
When it comes to gaining a market edge while supporting a social cause, ‘corporate social marketing’ leads the pack.
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Going Head to Head
When activists miscalculate their strategic approach, their boycotts tend to falter and fade away, squandering important resources and credibility. Similarly, when companies mishandle their nonmarket strategies, they too pay a steep price.
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