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The book explores the potential of Cause-Related Marketing (CRM) as a substitute for direct donations, focusing on its ability to engage consumers and access the donation market. It identifies key drivers influencing the purchase of cause-marketed products and examines the geographic implications of CRM campaigns. Findings suggest that these products can indeed replace direct donations, while the geographical context affects the causes supported by non-governmental organizations, highlighting the strategic considerations for effective CRM implementation.
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Cause Related Marketing: A substitute for direct donations?, Sebastian Siebert
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- Année de publication
- 2014
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