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...
| Main Author: | Steckstor, Denise. |
|---|---|
| Other Authors: | SpringerLink (Online service) |
| Format: | eBook |
| Language: | English |
| Published: |
Wiesbaden :
Gabler Verlag,
©2012.
Wiesbaden : [2012] |
| Physical Description: |
1 online resource (xvi, 176 pages). |
| Series: |
Gabler research. Applied marketing science.
|
| Subjects: |
CMU Electronic Access
Electronic Resource Click Here| Location | Call Number: | Status |
|---|---|---|
| CMU Electronic Access | Available |