文章基本信息

标题：CAUSE RELATED MARKETING – TRUE HEART-FELT CORPORATE BENEVOLENCE?
本地全文：下载
作者：DUMITRESCU Luigi ; STANCIU Oana ; ȚICHINDELEAN Mihai 等
期刊名称：Studies in Business and Economics
电子版ISSN：2344-5416
出版年度：2011
卷号：6
期号：3
出版社：Lucian Blaga University
摘要：Nowadays, globally, consumers’ expectations have reached a new high, as they expectcompanies to act responsibly in changing the world. More than often these expectations are notmet solely out of the kindness and generosity of corporations, but they are mixed in withcorporate social responsibility programs and cause-related marketing. Consumers want more ofthe products and services they buy to support worthy social and environmental issues.
关键词：Cause Related Marketing; Corporate Social Responsibility; Consumption;Philanthropy; Corporate Philanthropy.