The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior

• Κύριος συγγραφέας: Steckstor, Denise (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Gabler Verlag, 2012.
• Θέματα: Business.; Marketing.; Business and Management.

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 de...