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More about Cause Related Marketing. A substitute for direct donations?

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Book synopsis

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Aston University (Aston Business School), course: Business & Management, language: English, abstract: 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 cause-marketed products and its potential to gain access to the market of direct donations (Hypothesis 1). Second, the work tries to assess the geographic implications of a Cause-Related Marketing campaign (Hypothesis 2). The results of Hypothesis 1 indicate that cause-marketed products bear a potential to substitute direct donations. Findings of Hypothesis 2 show that the geographical context of a CRM campaign has implications on the cause supported by a§nongovernmental organisation.

Book details

Book category Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Full title: Cause Related Marketing. A substitute for direct donations?
• Author: Sebastian Siebert
• Language: English
• Binding: Paperback
• Number of pages: 150
• EAN: 9783656559078
• ISBN: 3656559074
• ID: 05284423
• Publisher: Grin Publishing
• Weight: 204 g
• Dimensions: 210 × 148 × 9 mm
• Date of publishing: 13. December 2013

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