Original language | American English |
---|---|
Title of host publication | Nonprofit and Business Sector Collaborations: |
Subtitle of host publication | Social Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate Nonprofit Dealings |
Editors | Walter W. Wymer Jr., Sridhar Samu |
Publisher | Routledge |
ISBN (Print) | 9780789019936 |
State | Published - 2003 |
Which Firms Benefit Most from Cause Related Marketing? How a Firm’s Prior Behavior Affects the Motives Attributed to a Cause-Related Marketing Campaign
Research output: Chapter in Book/Report/Conference proceeding › Chapter