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Book synopsis

Firms increasingly concentrate their Corporate Social Responsibility strategies within marketing by implementing Cause-Related Marketing programs. Especially against the background of an increased marketing accountability, Denise Steckstor develops a comprehensive model of Cause-Related Marketing determinants and customer attitudes as well as behavior and validates it on the basis of a quasi-experimental field study. She shows that Cause-Related Marketing programs can, additionally to generating donations for the not-for-profit partner, contribute to achieving central marketing goals. Based on her findings, she provides an overview for marketing managers on how to effectively design and manage Cause-Related Marketing programs.

Book details

Book category Books in English Economics, finance, business & management Business & management Corporate governance

• Full title: Effects of Cause-related Marketing on Customers' Attitudes and Buying Behavior
• Author: Denise Steckstor
• Language: English
• Binding: Paperback
• Number of pages: 176
• EAN: 9783834932402
• ISBN: 383493240X
• ID: 05296068
• Publisher: Springer Fachmedien Wiesbaden
• Weight: 258 g
• Dimensions: 210 × 148 × 13 mm
• Date of publishing: 11. November 2011

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