Cause-Related Marketing

Case Studies From a Global Perspective

• Author(s): M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves,
• Publisher: Springer Nature
• Pages: 435
• ISBN_10: 3030654559
  ISBN_13: 9783030654559
  
• Language: en
• Categories: Business & Economics / Marketing / General , Business & Economics / Business Ethics , Business & Economics / Sales & Selling / General , Business & Economics / Advertising & Promotion ,

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.