Spis Treści - Table of Contents
Cause-Related Marketing as a Corporate Image Building Tool, Justyna Berniak-Woźny, Warszawa 2015, ss. 170
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Cause related marketing (CRM) is defined as the process of “formulating and implementing marketing activities that are characterised by an offer from the firm to contribute a specific amount to a designated cause when customers engage in revenue providing exchanges that satisfy organisational and individual objectives”.
What began as a simple way to build brand affinity has become a consumer’s expectation in the era, in which sustainable and ethical consumer choices are more important than ever before. Too many products and companies selling everything from computers to cosmetics are on the market, similar in quality, price and service. In the global quest to differentiate themselves in the sea of faceless product choices, companies have turned to CRM to make them unique in the eyes of consumers.
Therefore, when designing cause related marketing campaigns, the various elements of the campaign that are (or are not) communicated to the target groups and the important potential influence of these elements on the company image have to be understood and carefully considered.
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