How Social-Cause Marketing Affects Consumer Perceptions - A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is likely to offer the best return on investment for their brand.
| Year of publication: |
2006
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|---|---|
| Authors: | Bloom, Paul N. ; Hoeffler, Steve ; Keller, Kevin Lane ; Basurto Meza, Carlos E. |
| Published in: |
MIT sloan management review. - Cambridge, Mass : MIT, ISSN 1532-9194, ZDB-ID 2039388X. - Vol. 47.2006, 2, p. 49-55
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