71,39 €
Cause Related Marketing. A substitute for direct donations?
Cause Related Marketing. A substitute for direct donations?
  • Išparduota
Cause Related Marketing. A substitute for direct donations?
Cause Related Marketing. A substitute for direct donations?
El. knyga:
71,39 €
Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Aston University (Aston Business School), course: Business & Management, language: English, abstract: Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisat…
  • Leidėjas:
  • Metai: 2013
  • Puslapiai: 147
  • ISBN: 9783656559085
  • ISBN-10: 3656559082
  • ISBN-13: 9783656559085
  • Formatas: PDF
  • Kalba: Anglų

Cause Related Marketing. A substitute for direct donations? (el. knyga) (skaityta knyga) | knygos.lt

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Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Aston University (Aston Business School), course: Business & Management, language: English, abstract: Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2). The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a nongovernmental organisation.

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  • Autorius: Sebastian Siebert
  • Leidėjas:
  • Metai: 2013
  • Puslapiai: 147
  • ISBN: 9783656559085
  • ISBN-10: 3656559082
  • ISBN-13: 9783656559085
  • Formatas: PDF
  • Kalba: Anglų

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Aston University (Aston Business School), course: Business & Management, language: English, abstract: Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2). The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a nongovernmental organisation.

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