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...
|Format:||Thesis Online Book|
|Series:||Gabler research. Applied marketing science.
|Online Access:||Online version|
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