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ate its slack resources to charitable or social service activities that are not business related and for which there are no clear social expectations as to how the firm should perform( Sanchez , 2000 cited in . Ricks Jr., 2005).
 
Marketing: A social and managerial process aimed at satisfying the needs and wants of customers (Kotler, Bowen and Makens, 2003).
 
Philanthropy Marketing: Enacting benevolent activities that will satisfy the needs of the stakeholders of a business and therefore will benefit the society.
 
Large Hotels: Places of accommodation with 200 or more rooms.

Socio-economic Development: Improving the social and economic situation in a society which is measured by improvement in Gross Domestic Product (GDP), levels of employment, social mobility, literacy levels and general lifestyle among other factors.
 
内容布局——Content Layout
 
This is a conceptual paper designed to review and critically analyze the various literature related to the ways in which large hotels are using philanthropy marketing to the socio-economic development of Jamaica. However, for clarity and to facilitate a better understanding, the researcher separated the literature review which highlighted the current state of affairs from both the global and local perspectives from the discussion section which provided an of analysis of the findings of the literature review and how they relate to the assumptions made.
 
文献评论——Literature Review
 
The literature reviewed sought to explore how the large hotels in Jamaica are using philanthropy marketing to contribute to the socio-economic development of Jamaica in terms of being socially, economically, culturally and environmentally responsible. In order to fully understand the notion of philanthropy marketing in the context of this research and to provide background information, the concept was fully explored by assessing the associated terms and making the link between the terms, philanthropy and marketing. The literature also looked at the socio-economic contributions of philanthropy marketing.

The other areas that are most pertinent to the research include the practice of philanthropy marketing by large hotels in Jamaica, the altruistic and business-oriented natures of business philanthropy,and the role of government in facilitating, legislating and executing philanthropy marketing as a means for sustainable development.
 
慈善事业的概念——The Concept of Philanthropy

The term philanthropy may appear new to some businesses, although they may have already been engaged in such activities. These practices have been formally established as corporate philanthropy, global corporate philanthropy, societal marketing and strategic philanthropy. They have also been linked to terms such as social responsibility, corporate citizenship and corporate sustainability (Holcomb et. al., 2007).

Although the aforementioned concepts are different in names, (Holcomb et. al., 2007) posited that there is a commonality that exists with all of the various terms and that is, companies should engage in socially responsible behaviour as part of their organization strategy.

企业慈善事业的类型——Types of Business Philanthropy

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