Cause Related Marketing: A substitute for direct donations?

Autori

• Sebastian Siebert

Parametri

• 148 pagine
• 6 ore di lettura

• Economia e affari

Maggiori informazioni sul libro

The book explores the potential of Cause-Related Marketing (CRM) as a substitute for direct donations, focusing on its ability to engage consumers and access the donation market. It identifies key drivers influencing the purchase of cause-marketed products and examines the geographic implications of CRM campaigns. Findings suggest that these products can indeed replace direct donations, while the geographical context affects the causes supported by non-governmental organizations, highlighting the strategic considerations for effective CRM implementation.

Lingua: Inglese

Pubblicato: 2014

(In brossura)