Cause Related Marketing. A substitute for direct donations?

Autor*innen

• Sebastian Siebert

Parameter

• 148 Seiten
• 6 Lesestunden

• Wirtschaft

Mehr zum Buch

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.

• Sprache: Englisch
• Erscheinungsdatum: 2013
• Einband: Paperback