"In this book, the authors trace corporate communication and integrated marketing communication (IMC) historically and situate industry practices today to draw attention to the need for companies to reach audiences beyond traditional stakeholders"--

Corporate philanthropy in the U.S. has emerged since the mid-19th century. This essay takes a historical and interpretive perspective on its practice. The author categorizes corporate philanthropy into four ethical models to examine each modelʼs communicative priorities and ethical concerns....