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Více o knize
The book explores the potential of Cause-Related Marketing (CRM) as a substitute for direct donations, focusing on its ability to engage consumers and access the donation market. It identifies key drivers influencing the purchase of cause-marketed products and examines the geographic implications of CRM campaigns. Findings suggest that these products can indeed replace direct donations, while the geographical context affects the causes supported by non-governmental organizations, highlighting the strategic considerations for effective CRM implementation.
Nákup knihy
Cause Related Marketing: A substitute for direct donations?, Sebastian Siebert
- Jazyk
- Rok vydání
- 2014
- product-detail.submit-box.info.binding
- (měkká)
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Doručení
Platební metody
Navrhnout úpravu
- Titul
- Cause Related Marketing: A substitute for direct donations?
- Jazyk
- anglicky
- Autoři
- Sebastian Siebert
- Vydavatel
- Anchor Academic Publishing
- Rok vydání
- 2014
- Vazba
- měkká
- Počet stran
- 148
- ISBN13
- 9783954892143
- Kategorie
- Podnikání a ekonomie
- Anotace
- The book explores the potential of Cause-Related Marketing (CRM) as a substitute for direct donations, focusing on its ability to engage consumers and access the donation market. It identifies key drivers influencing the purchase of cause-marketed products and examines the geographic implications of CRM campaigns. Findings suggest that these products can indeed replace direct donations, while the geographical context affects the causes supported by non-governmental organizations, highlighting the strategic considerations for effective CRM implementation.