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Paperback Cause Related Marketing : A Substitute for Direct Donations? Book

ISBN: 3954892146

ISBN13: 9783954892143

Cause Related Marketing : A Substitute for Direct Donations?

Despite the vast research on Cause-Related Marketing, little is known about the instrument's potential to substitute direct donations. A company engages in Cause-Related Marketing when it teams up with a cause supporting charity organisation. The similarity with direct donations suggests that cause-marketed products bear the potential to tap the donation market. The present investigation extends prior research by identifying key drivers for purchasing...

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Business Business & Investing

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