THE ROLE OF THE RETAILERS IN CAUSE-RELATED MARKETING: A REFERENCE TO THE SPANISH CASE
Cause-Related Marketing (CRM) is one of the most relevant Corporate Social Responsibility (CSR) initiatives nowadays. Its most important characteristic is that corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this paper, we focus on CRM programs a...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics in Osijek
2015-07-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/207650 |