Author : M. Mercedes Galan-Ladero
Publisher : Springer Nature
Page : 447 pages
File Size : 41,6 MB
Release : 2021-03-27
Category : Business & Economics
ISBN : 3030654559
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.