Cause-Related Marketing: Case Studies From a Global Perspective
Cause-Related Marketing: Case Studies From a Global Perspective by M. Mercedes Galan-Ladero
English | EPUB | 2021 | 447 Pages | ISBN : 3030654540 | 38.8 MB
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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