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Cause-related marketing = case studies from a global perspective /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Cause-related marketing/ edited by M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves.
其他題名:	case studies from a global perspective /
其他作者:	Galan-Ladero, M. Mercedes.
出版者:	Cham :Springer International Publishing : : 2021.,
面頁冊數:	xxiv, 435 p. :ill. (some col.), digital ;24 cm.
內容註:	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 Communication as a Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study -- All United Against Breast Cancer: The Solidarity Beauty of Estee Lauder -- Analysis of the CRM Campaigns on Facebook. The Case of Menudos Corazones -- Considerations and Decisions for Firms: Organizational Conflicts in CRM Planning and Implementation: City Hotel's Towel Reuse Program -- Santos Motors -- Choosing CRM -- Teaching Notes for This Textbook.
Contained By:	Springer Nature eBook
標題:	Social marketing - Case studies. -
電子資源:	https://doi.org/10.1007/978-3-030-65455-9
ISBN:	9783030654559

Cause-related marketing = case studies from a global perspective /
Cause-related marketingcase studies from a global perspective /[electronic resource] :edited by M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves. - Cham :Springer International Publishing :2021. - xxiv, 435 p. :ill. (some col.), digital ;24 cm. - Classroom companion: business,2662-2866. - Classroom companion: business..

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 Communication as a Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study -- All United Against Breast Cancer: The Solidarity Beauty of Estee Lauder -- Analysis of the CRM Campaigns on Facebook. The Case of Menudos Corazones -- Considerations and Decisions for Firms: Organizational Conflicts in CRM Planning and Implementation: City Hotel's Towel Reuse Program -- Santos Motors -- Choosing CRM -- Teaching Notes for This Textbook.

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.

ISBN: 9783030654559

Standard No.: 10.1007/978-3-030-65455-9doiSubjects--Topical Terms:

3492197
Social marketing
--Case studies.

LC Class. No.: HF5414

Dewey Class. No.: 658.8

Cause-related marketing = case studies from a global perspective /
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