XUE, Dong-Fei; ZHAO, Shi-Jie; ZHANG, De-Peng - In: International Review of Management and Marketing 4 (2014) 2, pp. 167-174
In this paper, we generalize the cause-related marketing (CRM) methods that used by most current enterprises. And then, we probe into the difference of the effects of different types of CRM programs aiming at improving customer profitability by analytic hierarchy process (AHP). Consequently, we...