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- Author: Neela Mani Kanta
- Publisher: infotech publishers
- ISBN-10: 2999394888
- ISBN-13: 9782999394889
- Format: 15.2 x 22.9 x 1.5 cm, minkšti viršeliai
- Language: English
- SAVE -10% with code: EXTRA
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Description
Introduction
In the early 1980s American Express Co. tried out a new marketing concept
to increase the use of their card and the cards acceptance at retail outlets (Anderson
1996). For every purchase, a consumer made using an American Express card,
American Express Co. would make a donation to charity. First, American Express Co.
used this marketing practice in San Francisco, and following the success of that
campaign, the company later developed a national campaign that benefited the
renovation of Ellis Island and the Statue of Liberty. American Express Co. had hit
upon a marketing concept so innovative they were able to copyright the term they
developed to describe it: Cause Related Marketing (CRM).
EXTRA 10 % discount with code: EXTRA
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The discount code is valid when purchasing from 10 €. Discounts do not stack.
- Author: Neela Mani Kanta
- Publisher: infotech publishers
- ISBN-10: 2999394888
- ISBN-13: 9782999394889
- Format: 15.2 x 22.9 x 1.5 cm, minkšti viršeliai
- Language: English English
Introduction
In the early 1980s American Express Co. tried out a new marketing concept
to increase the use of their card and the cards acceptance at retail outlets (Anderson
1996). For every purchase, a consumer made using an American Express card,
American Express Co. would make a donation to charity. First, American Express Co.
used this marketing practice in San Francisco, and following the success of that
campaign, the company later developed a national campaign that benefited the
renovation of Ellis Island and the Statue of Liberty. American Express Co. had hit
upon a marketing concept so innovative they were able to copyright the term they
developed to describe it: Cause Related Marketing (CRM).
Reviews