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Cause-related marketing case studies from a global perspective

M. Mercedes Galan-Ladero; Clementina Galera-Casquet; Helena M Alves; SpringerLink (Online service) 2021

Springer Nature eBook

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  • 題名:
    Cause-related marketing case studies from a global perspective
  • 著者: M. Mercedes Galan-Ladero; Clementina Galera-Casquet; Helena M Alves; SpringerLink (Online service)
  • 主題: Social marketing -- Case studies; Marketing; Corporate Social Responsibility; Business Ethics
  • 所屬期刊: Springer Nature eBook
  • 描述: Theoretical Background: Introduction to Cause-Related Marketing -- Environmental Causes: Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability -- Villavicencio - Banco de Bosques: "Leave Your Mark, a Reserve for More Reserves". Marketing Campaign to Recover Forests from Agentine Chaco -- The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment -- WWF Spain: Illustrating Factors at Play, Impacts and Tensions in Cause-Related Marketing for Global Sustainability -- Social Causes (I): Covering Basic Needs: "Lighting Up Lives": A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan -- Value Co-Creation in Cause-Related Marketing: The Case of "El Turron Solidario" (The Solidarity Nougat) Campaign by Lidl and Ayuda en Accion Foundation -- Application of Cause-Related Marketing in the Fight Against Hunger: Case "Good Restaurants" -- Project "Soup of Aid" as a Cause-Related Marketing Campaign -- The Importance of Target-Group Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua -- TOMS: "We Are in Business to Improve Lives" -- Social Causes (II): Education: Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO -- "Buy a Pen, Donate a Pen": A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing -- Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING -- Cause-Related Marketing in Retail E-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Columbia) -- Cause-Related Marketing in Luxury Brands: The Case of Josefinas -- Disseminating Pet-Friendly Trends in Partnership: The Initiative "Marketing con Causa" in Mexico -- Health Causes: Cause-Related Marketing (CRM) of Ausonia's Campaigns -- The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania -- Digital
    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.
  • 相關題名: 叢書名Classroom companion: business.
  • 出版者: Cham : Springer International Publishing : Imprint: Springer
  • 建立日期: 2021
  • 格式: xxiv, 435 p. : ill. (some col.), digital ; 24 cm..
  • 語言: 英文
  • 識別號: ISBN9783030654559;ISBN9783030654542
  • 資源來源: NUTN ALEPH
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