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Cause related marketing: reflections on the first twenty years

Svensson, Göran and Wood, Greg 2006, Cause related marketing: reflections on the first twenty years, in Cause related marketing: an introduction, ICFAI University Press, Hyderabad, india, pp.19-31.

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Title Cause related marketing: reflections on the first twenty years
Author(s) Svensson, Göran
Wood, Greg
Title of book Cause related marketing: an introduction
Editor(s) Ghosh, Shantanu
Posa, Venkata Nimeesha
Publication date 2006
Chapter number 2
Total chapters 13
Start page 19
End page 31
Total pages 13
Publisher ICFAI University Press
Place of Publication Hyderabad, india
Summary Cause related marketing is an intriguing concept in which one finds a cause and intertwines one's marketing push to sell both the cause and one's products. During this first twenty years, developing a partnership had gone from charities seeking out companies to companies seeking out charities. The concept, in its pure form, appeared to be a rare approach, where both
shareholder and stakeholder value was increased in combination. All parties appeared to benefit in this relationship.
Notes
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ISBN 8131404455
Edition 1st ed.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category B1 Book chapter
Copyright notice ©2006, ICFAI University Press
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008325

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