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

Exploring the intersection of Cause-Related Marketing (CRM) and direct donations, this thesis investigates how products linked to charitable causes can potentially replace traditional donations. It identifies key factors influencing consumer purchasing of cause-marketed products and examines the geographical implications of CRM campaigns. Findings suggest that these products can indeed serve as substitutes for direct donations, with geographic context playing a significant role in the effectiveness of the marketing strategy and the causes supported.

Lingua: Inglese

Pubblicato: 2013

(In brossura)