The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior / Applied Marketing Science / Angewandte Marketingforschung (PDF)
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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.
- Autor: Denise Steckstor
- 2011, 2012, 176 Seiten, Englisch
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3834970786
- ISBN-13: 9783834970787
- Erscheinungsdatum: 06.11.2011
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- Größe: 1.14 MB
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