Marketing Case Insight 12.1: Cobalt
253 views · Published 26 March 2014 · 14:28 · Indexed 6 November 2026
Channel: Oxford Academic (Oxford University Press) · 2014 · Education
How should organizations develop suitable channel structures to best serve and communicate with their customers? Zena Giles, Cobalt's Legacy Officer, explains how this medical charity uses multiple channels to appeal to donors from trust, corporate and community fundraising backgrounds, in addition to reaching potential legacy donors. Cobalt is an independent medical charity which helps people affected by cancer and other life-limiting conditions. The organization provides diagnostic imaging, mobile imaging equipment and training for healthcare professionals, in addition to other services. This video case study corresponds to Chapter 12 of Paul Baines & Chris Fill's Marketing, 3rd Edition. http://oxford.ly/1bIKwcM
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