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The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
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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 generatin…
  • Leidėjas:
  • Metai: 2011
  • Puslapiai: 176
  • ISBN-10: 383493240X
  • ISBN-13: 9783834932402
  • Formatas: 14.7 x 20.8 x 1.3 cm, minkšti viršeliai
  • Kalba: Anglų

The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior (el. knyga) (skaityta knyga) | knygos.lt

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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.

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  • Autorius: Denise Steckstor
  • Leidėjas:
  • Metai: 2011
  • Puslapiai: 176
  • ISBN-10: 383493240X
  • ISBN-13: 9783834932402
  • Formatas: 14.7 x 20.8 x 1.3 cm, minkšti viršeliai
  • Kalba: Anglų

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.

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