Cantitate/Preț
Produs

Cause-related Marketing: The Influence of the fit among partners, brands and cause

Autor Anna Lena Bischoff
en Limba Engleză Paperback – 12 mar 2014
The combination of efforts of Profit-Organizations and Non-Profit-Organizations to benefit from a collaboration has gained increased attention throughout the last couple of years. Events such as the BP oil leak in the Gulf of Mexico, the Enron scandal or the fraudulent participation of investment banks in the most recent financial crisis have fueled the discussion of ethical codes of conduct for corporations, their social responsibility in society and thus their social commitment. The contribution of business entities in social causes made them consider their possibilities to not only act socially responsible, but profitable at the same time. This called marketers to action, designing a new type of marketing, CRM, that would highlight a company's willingness to do good, advance the company's reputable image, enhance customer retention and increase sales.The aim of this study is the presentation of the current state of research on the impact of fit on the success of CRM. A further objective is the systematic elaboration of empirical studies to identify interactions on the fit and draw conclusions about possible effects on the success of CRM campaigns.
Citește tot Restrânge

Preț: 37094 lei

Nou

Puncte Express: 556

Preț estimativ în valută:
7101 7381$ 5888£

Carte tipărită la comandă

Livrare economică 05-19 februarie 25

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9783954891948
ISBN-10: 3954891948
Pagini: 44
Dimensiuni: 155 x 220 x 4 mm
Greutate: 0.07 kg
Editura: Anchor Academic Publishing

Notă biografică

Lena Bischoff, B.Sc., fil. Kand., was born in Buxtehude in 1987. She successfully graduated from the University of Hamburg as well as from Linnéuniversitet, Sweden, with a Bachelor of Science in Business Administration as well as the Filosofie Kandidatexamen in Företagsekonomi/Management Accounting.