The Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior by Denise SteckstorThe Effects of Cause-Related Marketing on Customers' Attitudes and Buying Behavior by Denise Steckstor

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

byDenise Steckstor

Paperback | November 14, 2011

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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.
Title:The Effects of Cause-Related Marketing on Customers' Attitudes and Buying BehaviorFormat:PaperbackDimensions:176 pages, 21 × 14.8 × 0.17 inPublished:November 14, 2011Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:383493240X

ISBN - 13:9783834932402

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