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Exploring the intersection of Cause-Related Marketing (CRM) and direct donations, this thesis investigates how products linked to charitable causes can potentially replace traditional donations. It identifies key factors influencing consumer purchasing of cause-marketed products and examines the geographical implications of CRM campaigns. Findings suggest that these products can indeed serve as substitutes for direct donations, with geographic context playing a significant role in the effectiveness of the marketing strategy and the causes supported.
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Cause Related Marketing. A substitute for direct donations?, Sebastian Siebert
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- Année de publication
- 2013
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