دانلود کتاب The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior

Name: The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior
Availability: InStock
Author: Denise Steckstor
ISBN: 383493240X, 9783834932402

by Denise Steckstor

عنوان فارسی: اثر بازاریابی علت مرتبط بر نگرش مشتریان و رفتار خرید
ناشر: Gabler Verlag
سال: 2012
ویرایش: 2012
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 193-193
شابک: 383493240X, 9783834932402
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 1.00 مگابایت

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جزییات کتاب

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.

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