| 书目名称 | The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior |
| 编辑 | Denise Steckstor |
| 视频video | http://file.papertrans.cn/909/908505/908505.mp4 |
| 丛书名称 | Applied Marketing Science / Angewandte Marketingforschung |
| 图书封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2012 |
| 关键词 | nn |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-8349-7078-7 |
| isbn_softcover | 978-3-8349-3240-2 |
| isbn_ebook | 978-3-8349-7078-7Series ISSN 2627-1982 Series E-ISSN 2627-2008 |
| issn_series | 2627-1982 |
| copyright | Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2012 |
|Archiver|手机版|小黑屋|
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