Ćorić, Dubravka Sinčić; Živadinović, Nataša Kurnoga - Ekonomski Fakultet, Sveučilište u Zagrebu - 2011
There were different understandings of cause-related marketing in the past. It has been described as a form of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion, synonymous with corporate sponsorship of charitable causes, the initiation and...