An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives
| Year of publication: |
2011
|
|---|---|
| Authors: | Liu, Gordon ; Ko, Wai-Wai |
| Published in: |
Journal of Business Ethics. - Springer, ISSN 0167-4544. - Vol. 100.2011, 2, p. 253-281
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| Publisher: |
Springer |
| Subject: | cause-related marketing | resource-based view | resource-dependence theory | legitimacy | social alliance | corporate social responsibility |
| Extent: | text/html |
|---|---|
| Type of publication: | Article |
| Source: |
Persistent link: https://www.econbiz.de/10009150439