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CULTURAL, ORGANIZATIONAL, AND COMMUNICATIONAL FACTORS
AFFECTING THE SOCIAL MARKETING CAMPAIGNS FOR A
NON-GOVERNMENTAL ORGANIZATION TO ESTABLISH A SUCCESSFUL
PRESENCE IN CHINA
by
Lin Sun
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011
Copyright 2011 Lin Sun
Object Description
| Title | Cultural, organizational, and communicational factors affecting the social marketing campaigns for a non-governmental organization to establish a successful presence in China |
| Author | Sun, Lin |
| Author email | linsun@usc.edu; happylene@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-01 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-08 |
| Advisor (committee chair) | Jerry, Swerling |
| Advisor (committee member) |
Jay, Wang Laura, Jackson |
| Abstract | This thesis determines the main political, economic, and cultural factors affecting the establishment and development of NGOs operating in China according to the existing scholarly literature. Following the primary one-on-one interviews and online survey, the thesis then studies the Greenpeace China Case as well as the Sichuan Quake Relief Case as a way of comparing international NGOs and China-based NGOs. Based on the study, this thesis enumerates several key organizational and communicational factors relevant to an NGO seeking to establish a successful presence in China. Finally, the thesis offers suggestions for social marketing campaigns that NGOs operating in China, both international ones and China-based ones, may employ. |
| Keyword | Chinese NGOs; social marketing campaign |
| Geographic subject (country) | China; USA |
| Coverage date | 2008/2011 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3930 |
| Rights | Sun, Lin |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Sun-4588 |
| Archival file | uscthesesreloadpub_Volume48/etd-Sun-4588.pdf |
Description
| Title | Page 1 |
| Full text | CULTURAL, ORGANIZATIONAL, AND COMMUNICATIONAL FACTORS AFFECTING THE SOCIAL MARKETING CAMPAIGNS FOR A NON-GOVERNMENTAL ORGANIZATION TO ESTABLISH A SUCCESSFUL PRESENCE IN CHINA by Lin Sun A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2011 Copyright 2011 Lin Sun |
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