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Opis

This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom. 

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Cause-Related Marketing
• Podtytuł: Case Studies From a Global Perspective
• Autor: M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 435
• EAN: 9783030654573
• ID: 38812480
• Wydawca: Springer Nature Switzerland AG
• Waga: 823 g
• Wymiary: 235 × 155 × 24 mm
• Data wydania: 29. March 2022

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