- Tytuł:
-
Kluczowe elementy oferty marketingu społecznie zaangażowanego
The Key Elements of the Offer of Cause Related Marketing - Autorzy:
- Zasuwa, Grzegorz
- Powiązania:
- https://bibliotekanauki.pl/articles/30145454.pdf
- Data publikacji:
- 2012
- Wydawca:
- Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
- Tematy:
-
marketing społecznie zaangażowany
zachowania konsumentów
cause related marketing
consumer behavior - Opis:
- The article is concerned with the key elements of the offer of cause related marketing. At the beginning of the study the main questions connected with the conception are presented, and next a detailed description of the key elements of the CRM is given, taking into consideration their effect on consumer behavior. Our deliberations have shown that programs of cause related marketing are more effective when they are concerned with hedonistic products that have low prices, and when the support given as part of it has small unit value. Also the significance of the social problem for consumers, the amount of support offered and the reputation of the firm influence effectiveness of the actions.
- Źródło:
-
Roczniki Ekonomii i Zarządzania; 2012, 4; 261-272
2081-1837
2544-5197 - Pojawia się w:
- Roczniki Ekonomii i Zarządzania
- Dostawca treści:
- Biblioteka Nauki