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02079nam a22004095i 4500 |
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978-3-8349-7078-7 |
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DE-He213 |
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20151204173214.0 |
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cr nn 008mamaa |
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111104s2012 gw | s |||| 0|eng d |
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|a 9783834970787
|9 978-3-8349-7078-7
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|a 10.1007/978-3-8349-7078-7
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|a Steckstor, Denise.
|e author.
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|a The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior
|h [electronic resource] /
|c by Denise Steckstor.
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|a Wiesbaden :
|b Gabler Verlag,
|c 2012.
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|a XVI, 176 p. 11 illus.
|b online resource.
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|a 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.
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|a Business.
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|a Marketing.
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|a Business and Management.
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|a Marketing.
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|a SpringerLink (Online service)
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|t Springer eBooks
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|i Printed edition:
|z 9783834932402
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|u http://dx.doi.org/10.1007/978-3-8349-7078-7
|z Full Text via HEAL-Link
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|a ZDB-2-SBE
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|a Business and Economics (Springer-11643)
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