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Cause-Related Marketing : Case Studies From a Global Perspective | 1st edition

by M. Mercedes Galan-Ladero and Clementina Galera-Casquet

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Publisher Springer Nature
Language English
Book type Hardcover
Utgiven 2021-04-17
Edition 1
Pages 330
ISBN 9783030654542
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Description

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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