eBooks :: Kembali

eBooks :: Kembali

The effects of cause-related marketing on customers’ attitudes and buying behavior

Denise Steckstor ([Gabler Verlag, ], 2012)

 Abstrak

[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., 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.]

 File Digital: 1

Shelf
 The Effects of Cause-Related Marketing on Customers? Attitudes and Buying Behavior.pdf :: Unduh

LOGIN required

 Metadata

Jenis Koleksi : eBooks
No. Panggil : e20397457
Entri utama-Nama orang :
Subjek :
Penerbitan : Wiesbaden: [Gabler Verlag, ], 2012
Sumber Pengatalogan: LibUI eng rda
Tipe Konten: text
Tipe Media: computer
Tipe Pembawa: online resource
Deskripsi Fisik: xvi, 176 pages : illustration
Tautan: http://link.springer.com/book/10.1007%2F978-3-8349-7078-7
Lembaga Pemilik:
Lokasi:
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
e20397457 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20397457
Cover