The effects of cause-related marketing on customers’ attitudes and buying behavior
Denise Steckstor ([Gabler Verlag, ], 2012)
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| [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.] |
 The Effects of Cause-Related Marketing on Customers? Attitudes and Buying Behavior.pdf :: Unduh
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| 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: | |
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| No. Panggil | No. Barkod | Ketersediaan |
|---|---|---|
| e20397457 | TERSEDIA |
| Ulasan: |
| Tidak ada ulasan pada koleksi ini: 20397457 |
