Le marketing de la collecte de legs. De la légitimité à proposer l’immortalité à la gestion relationnelle (notice n° 370596)
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|---|---|
| fixed length control field | 02226cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250118081932.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Rieunier, Sophie |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Le marketing de la collecte de legs. De la légitimité à proposer l’immortalité à la gestion relationnelle |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2013.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 32 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Associations de solidarité, établissements d’enseignement supérieurs et institutions culturelles ont de plus en plus de besoins financiers et de moins en moins de subventions publiques. La collecte de fonds devient alors fondamentale pour leur survie. Cet article a pour objectif d’identifier les leviers de la collecte de legs à travers une étude qualitative réalisée auprès de 21 professionnels de la collecte. Les résultats montrent le rôle déterminant de la légitimité à « offrir l’immortalité » et l’importance de la relation nouée entre l’organisation et le testateur potentiel. Enfin, les implications organisationnelles et éthiques de la collecte de legs sont identifiées. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Charities, universities and cultural institutions have greater and greater financial need and less and less public funding. Fundraising has thus become fundamental to their survival. The purpose of this article is to analyse the marketing of bequests through “face to face” interviews with fundraisers specialized in planned giving. In particular, this research shows the determining roles of legitimacy to “propose immortality” and the importance of the relationship formed between the organisation and the potential donor. Finally, the organisational and ethical implications of bequests are identified. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | don |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | donateurs |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | legs |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing relationnel |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collecte de fonds. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Legacy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Giving |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Bequest |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Customer Relationship Management |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Fundraising. |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Michel, Géraldine |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 69 | 1 | 2013-01-01 | p. 61-75 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2013-1-page-61?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2013-1-page-61?lang=fr&redirect-ssocas=7080</a> |
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