Corporate philanthropy and banks / Janice SANON / 2018

Titre : Corporate philanthropy and banks : Into the credit agricole group's philanthropic strategy to attract french millennials (2008-2018) Type de document : Mémoire Auteurs : Janice SANON Année de publication : 2018 Importance : 40 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management BANQUE SECTEUR ; JEUNE Entreprise CREDIT AGRICOLE Résumé : This research sets out to understand why the Credit Agricole and banks in general have incorporated philanthropy into their services. Philanthropy seems to be seen as a way to detach themselves from the brutish image of being solely a financial service which only secures rich people handbags. Banks are now included into the society’s life, as a real citizen, since they contribute to preserve a certain heritage. The author wants to show how this strategy benefits to all, how effective and influential it is on Millennials. To fulfil this research, the author did a study on the Credit Agricole, and the way they sponsor and finance cultural/educational/sports organisations, events and meetings. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485591