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The effects of cause-related marketing on customers' attitudes and buying behavior

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 de...

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Bibliographic Details
Main Author: Steckstor, Denise.
Corporate Author: SpringerLink (Online service)
Format: Thesis Online Book
Published: Wiesbaden : Gabler Verlag, c2012.
Series:Gabler research. Applied marketing science.
Online Access:Online version
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