The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior

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 de...

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Main Author: Steckstor, Denise.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Gabler Verlag, 2012.
Subjects:
Online Access: http://dx.doi.org/10.1007/978-3-8349-7078-7
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