New thinking on antecedents to successful CRM campaigns : consumer acceptance of an alliance
Carrie Trimble; Gary Holmes
| Year of publication: |
2013
|
|---|---|
| Authors: | Trimble, Carrie ; Holmes, Gary |
| Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 19.2013, 3, p. 352-372
|
| Subject: | Cause Related Marketing (CRM) | Cause Brand Alliance (CBA) | congruence | prevalence | social cause | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Cause-Related Marketing | Cause-related marketing | Strategische Allianz | Strategic alliance | Markenführung | Brand management | Erfolgsfaktor | Success factor |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009787486