Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity : evidence from Indian context
Year of publication: |
2017
|
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Authors: | Thomas, Sujo ; Kureshi, Sonal |
Published in: |
International journal of Indian culture and business management. - Genève : Inderscience Enterprises, ISSN 1753-0806, ZDB-ID 2422766-3. - Vol. 14.2017, 3, p. 365-373
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Subject: | cause-related marketing | CRM | cause preference | cause scope | social marketing | CRM initiatives | CRM awareness | India | cause type | cause selection | Indien | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Cause-Related Marketing | Cause-related marketing | Marketingmanagement | Marketing management |
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