Abstract
The following sections will define the concept of CM with its twofold nature as a marketing strategy on the one hand and as a philanthropic measure on the other hand providing an overview of its marketing managerial dimensions. Criticism as well as potential risks for the firm and partnering charity organizations will be outlined. Finally, the measurement of CM effectiveness will be discussed.
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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Steckstor, D. (2012). Conceptual Basis and Literature Review. In: The Effects of Cause-Related Marketing on Customers’ Attitudes and Buying Behavior. Gabler Verlag. https://doi.org/10.1007/978-3-8349-7078-7_2
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DOI: https://doi.org/10.1007/978-3-8349-7078-7_2
Publisher Name: Gabler Verlag
Print ISBN: 978-3-8349-3240-2
Online ISBN: 978-3-8349-7078-7
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