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Cause-Related Marketing

Cause-Related Marketing


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About the Book

Inhaltlich unveränderte Neuauflage. Das Thema "Cause-Related Marketing", d.h. die Partnerschaft einer Profit-Or-ganisation mit einer Non-Profit-Organisation, hat in den letzten 20 Jahren international sowohl in der Praxis als auch in der Forschung immer mehr an Bedeutung gewonnen. Durch sich wandelnde gesellschaftliche Werte und Veränderungen in den Märkten werden soziale Aspekte für Unternehmen im Allgemeinen und für das Marketing im Besonderen immer wichtiger. Der Staat zieht sich mehr und mehr aus seiner Rolle als Wohlfahrtsstaat zurück und verlagert dadurch soziale Verantwortung auf den privaten Sektor. Zudem hat auch der Konsument Unternehmen gegenüber steigende Erwartungen bezüglich Ehrlichkeit, Transparenz und ethischem Verhalten. In diesem Zu-sammenhang spielt Cause-Related Marketing als Operationalisierung von Corporate Social Responsibility eine immer größere Rolle. Wie kann Cause-Related Marketing als effektives Marketing-Mix-Instrument eingesetzt wer-den? Die Autorin Anne Huppertz gibt einführend einen Einblick in die Grund-lagen des Cause-Related Marketing. Darauf aufbauend analysiert sie empi-risch untersuchte direkte Auswirkungen von Cause-Related Marketing auf Konsumentenverhalten und -einstellungen, sowie Einflussfaktoren auf die Wirksamkeit von Cause-Related Marketing. Das Buch richtet sich an Profit- und Non-Profit-Organisationen sowie an interessierte Wirtschaftswissen-schaftler.


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Product Details
  • ISBN-13: 9783639398489
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 3639398483
  • Publisher Date: 05 Apr 2012
  • Height: 229 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 168 gr


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