![The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior](https://i111.fastpic.ru/big/2020/0205/ae/7585708ce706c6a81fb5e636e4dcb9ae.jpg)
English | ISBN: 383493240X | 2012 | 192 pages | PDF | 2 MB
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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