Buch, Englisch, 176 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 256 g
Reihe: Applied Marketing Science/Angewandte Marketingforschung
Buch, Englisch, 176 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 256 g
Reihe: Applied Marketing Science/Angewandte Marketingforschung
ISBN: 978-3-8349-3240-2
Verlag: Gabler Verlag
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.
Zielgruppe
Researchers and students in strategic marketing management and consumer behavior; Marketing and CSR practitioners.
