Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs.
| Autorius: | Denise Steckstor |
| Serija: | Applied Marketing Science / Angewandte Marketingforschung |
| Leidėjas: | Gabler Verlag |
| Išleidimo metai: | 2011 |
| Knygos puslapių skaičius: | 192 |
| ISBN-10: | 383493240X |
| ISBN-13: | 9783834932402 |
| Formatas: | Knyga minkštu viršeliu |
| Kalba: | Anglų |
| Žanras: | Sales and marketing |
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