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Steckstor, Denise, author
[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...
Wiesbaden: [Gabler Verlag, ], 2012
e20397457
eBooks Universitas Indonesia Library
