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In tough times, charities are often called upon to provide help and services that are normally rendered by governments or private entities. And we have been living in tough times. So, this seems to be a good year to investigate the research being conducted on altruism; specifically, charitable giving. Though this research does not focus solely on the antecedents or outcomes of altruistic behavior, it does help us to better understand how and why people respond to charitable requests.

This article explores the link between marketing and firm performance. Marketing is defended as a foundation of corporate success.