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

• Main Author: Steckstor, Denise (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler Verlag, 2012.
• Subjects: 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...