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Cause-Related Marketing : Case Studies From a Global Perspective.
・ISBN 978-3-030-65454-2 hard EUR 119.99
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| 著者・編者 | Galan-Ladero, M. M. / Galera-Casquet, C. et al. (eds.), |
|---|---|
| シリーズ | Classroom Companion: Business |
| 出版社 | (Springer, GW) |
| 出版年月 | 2021.03 |
| ページ数 | 435 pp. |
| 言語 | ENG |
| ニュース番号 | ＜662-L1315 662-P2136＞ |
解説
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.