- We will send in 10–14 business days.
/images/books/13370967/9783834932402.jpg)
- Author: Denise Steckstor
- Publisher: Gabler Verlag
- Year: 2011
- Pages: 176
- ISBN-10: 383493240X
- ISBN-13: 9783834932402
- Format: 14.7 x 20.8 x 1.3 cm, minkšti viršeliai
- Language: English
- SAVE -10% with code: EXTRA
The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior (e-book) (used book) | bookbook.eu
Reviews
Description
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.
EXTRA 10 % discount with code: EXTRA
The promotion ends in 23d.11:26:55
The discount code is valid when purchasing from 10 €. Discounts do not stack.
- Author: Denise Steckstor
- Publisher: Gabler Verlag
- Year: 2011
- Pages: 176
- ISBN-10: 383493240X
- ISBN-13: 9783834932402
- Format: 14.7 x 20.8 x 1.3 cm, minkšti viršeliai
- Language: English English
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.
Reviews