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The Effects of Cause-related Marketing on Customers' Attitudes and Buying Behavior - Applied Marketing Science/Angewandte Marketingforschung (Paperback)
  • The Effects of Cause-related Marketing on Customers' Attitudes and Buying Behavior - Applied Marketing Science/Angewandte Marketingforschung (Paperback)
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The Effects of Cause-related Marketing on Customers' Attitudes and Buying Behavior - Applied Marketing Science/Angewandte Marketingforschung (Paperback)

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£66.99
Paperback 176 Pages / Published: 11/11/2011
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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.

Publisher: Springer Fachmedien Wiesbaden
ISBN: 9783834932402
Number of pages: 176
Weight: 258 g
Dimensions: 210 x 148 x 13 mm
Edition: 2012 ed.

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