Abstract
A survey of the genesis of these standards uncovered that option standards were disregarded in the sociology writing. In view of a subjective examination and basic hermeneutic methodology an updated conceptualization of philanthropic promoting was proposed which joined the standards of correspondence, the elements of a possibility decision framework model of formal associations, furthermore, collectivistic interest inspiration. A reconsidered meaning of charitable advertising is offered taking into account these standards.
Keywords: conceptualization, nonprofit marketing
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