Werbestrategie gilt das Cause-Related-Marketing, das dem Kunden die Unterstützung eines sozialen Zwecks durch eine an den Produktkauf …

social initiatives, U.S. corporate spending on cause-related marketing jumped from $125 million in 1990 to about $ 828 … million in 2002 (Porter and Kramer 2002). In today's era of marketing accountability, corporate managers urgently need to … need, our research develops a framework to assess the social and business returns to corporate social marketing (CSM) and …