Filantropia korporacyjna i stosunki ze społeczeństwem
Transkrypt
Filantropia korporacyjna i stosunki ze społeczeństwem
nauka
JOURNAL OF PUBLIC RELATIONS RESEARCH, 18(1), 1–21
Copyright © 2006, Lawrence Erlbaum Associates, Inc.
Filantropia korporacyjna
i stosunki ze
społeczeństwem:
Pomiar wyników
budowania relacji
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Margarete R. Hall
Wydział Public Relations
College dziennikarstwa i komunikacji
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