Cause-related marketing : case studies from a global perspective /
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 gene...
| Other Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
Cham :
Springer Nature,
c2021
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| Series: | Classroom Companion: Business
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| Subjects: | |
| Online Access: | Acceso al formulario para solicitar el libro tabla de contenido |
| Summary: | 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. |
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| Physical Description: | 1 recurso electrónico : texto/pdf |
| ISBN: | 9783030654559 |