Cause-related marketing: case studies from a global perspective
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030654573
Date de publication :
29 mars 2022
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.