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435 sidor
2021

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.

Författare: M Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M Alves
Format: Inbunden
ISBN: 9783030654542
Språk: Engelska
Antal sidor: 435
Utgivningsdatum: 2021-03-28
Förlag: Springer Nature Switzerland AG