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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...
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| Autor principal: | |
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| Formato: | Livro |
| Idioma: | Inglês |
| Publicado em: |
Gabler Verlag,
c201
Springer, |
| Colecção: | Applied Marketing Science / Angewandte Marketingforschung, |
| Assuntos: | |
| Acesso em linha: | https://minerva.ufrj.br/F/?func=direct&doc_number=000915184&local_base=UFR01 |
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