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The Effects Of Causerelated Marketing On Customers Attitudes And Buying Behavior 2012th Edition Denise Steckstor

  • SKU: BELL-2368628
The Effects Of Causerelated Marketing On Customers Attitudes And Buying Behavior 2012th Edition Denise Steckstor
$ 31.00 $ 45.00 (-31%)

4.1

20 reviews

The Effects Of Causerelated Marketing On Customers Attitudes And Buying Behavior 2012th Edition Denise Steckstor instant download after payment.

Publisher: Springer Verlag
File Extension: PDF
File size: 1.54 MB
Pages: 190
Author: Denise Steckstor
ISBN: 9783834932402, 383493240X
Language: English
Year: 2011
Edition: 2012

Product desciption

The Effects Of Causerelated Marketing On Customers Attitudes And Buying Behavior 2012th Edition Denise Steckstor by Denise Steckstor 9783834932402, 383493240X instant download after payment.

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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