Cause-Related Marketing
| Author | : M. Mercedes Galan-Ladero |
| Publisher | : Springer Nature |
| Total Pages | : 447 |
| Release | : 2021-03-27 |
| ISBN-10 | : 9783030654559 |
| ISBN-13 | : 3030654559 |
| Rating | : 4/5 (59 Downloads) |
Download or read book Cause-Related Marketing written by M. Mercedes Galan-Ladero and published by Springer Nature. This book was released on 2021-03-27 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
