Promoting brands across categories with a social cause : implementing effective embedded premium programs
Ty Henderson and Neeraj Arora
| Year of publication: |
2010
|
|---|---|
| Authors: | Henderson, Ty ; Arora, Neeraj |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 74.2010, 6, p. 41-60
|
| Subject: | Verkaufsförderung | Sales promotion | Markenführung | Brand management | Cause-Related Marketing | Cause-related marketing | Category Management | Category management | Return on Investment | Return on investment |
| Extent: | Ill., graph .Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008702762