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The Effects of Cause-Related Marketing on Customers Attitudes and Buying Behavior
Denise Steckstor
€ 66.95
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Description for The Effects of Cause-Related Marketing on Customers Attitudes and Buying Behavior
Paperback. Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. This title 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. Series: Applied Marketing Science/Angewandte Marketingforschung. Num Pages: 192 pages, 11 black & white illustrations, 47 black & white tables, biography. BIC Classification: KJR; KJS. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 13. Weight in Grams: 258.
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.
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.
Product Details
Format
Paperback
Publication date
2011
Publisher
Springer Fachmedien Wiesbaden Germany
Number of pages
192
Condition
New
Series
Applied Marketing Science/Angewandte Marketingforschung
Number of Pages
176
Place of Publication
Wiesbaden, Germany
ISBN
9783834932402
SKU
V9783834932402
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
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