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How Social-Cause Marketing Affects Consumer Perceptions - A market research technique called conjoint analysis can help managers predict what kind of affinity marketing program is...
Bloom, Paul N.; Hoeffler, Steve; Keller, Kevin Lane; … - In: MIT sloan management review 47 (2006) 2, pp. 49-55
Persistent link: https://www.econbiz.de/10006228676
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Choosing the Right Green Marketing Strategy - Green marketing has not fulfilled its initial promise, but companies can take a more effective approach if they realize that a one-siz...
Ginsberg, Jill Meredith; Bloom, Paul N. - In: MIT sloan management review 46 (2004) 1, pp. 79-95
Persistent link: https://www.econbiz.de/10006241955