| TÃtulo : |
Cause-Related Marketing : Case Studies From a Global Perspective |
| Tipo de documento: |
documento electrónico |
| Autores: |
Galan-Ladero, M. Mercedes, ; Galera-Casquet, Clementina, ; Alves, Helena M., |
| Mención de edición: |
1 ed. |
| Editorial: |
[s.l.] : Springer |
| Fecha de publicación: |
2021 |
| Número de páginas: |
XXIV, 435 p. 101 ilustraciones, 93 ilustraciones en color. |
| ISBN/ISSN/DL: |
978-3-030-65455-9 |
| Nota general: |
Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos. |
| Palabras clave: |
Marketing Ética de negocios |
| Clasificación: |
658.8 Mercadeo (Principios de mercadeo) |
| Resumen: |
Este libro de texto utiliza un enfoque de estudio de caso para presentar una variedad de campañas de marketing relacionadas con causas que han sido desarrolladas por empresas y ONG. Estos estudios de casos innovadores ayudan a los estudiantes a comprender cómo dichas campañas afectan a las organizaciones con y sin fines de lucro, a los clientes y a la sociedad en general. Este libro también ofrece numerosos ejemplos útiles para comprender la teorÃa del marketing relacionado con una causa y cómo se puede aplicar en diferentes paÃses y contextos culturales. Los profesores encontrarán útiles para el aula las notas didácticas proporcionadas con cada caso. . |
| Nota de contenido: |
Theoretical Background: Introduction to Cause-Related Marketing -- Environmental Causes: Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability -- Villavicencio - Banco de Bosques: "Leave Your Mark, a Reserve for More Reserves". Marketing Campaign to Recover Forests from Agentine Chaco -- The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment -- WWF Spain: Illustrating Factors at Play, Impacts and Tensions in Cause-Related Marketing for Global Sustainability -- Social Causes (I): Covering Basic Needs: "Lighting Up Lives": A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan -- Value Co-Creation in Cause-Related Marketing: The Case of "El Turrón Solidario" (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation -- Application of Cause-Related Marketing in the Fight Against Hunger: Case "Good Restaurants" -- Project "Soup of Aid" as a Cause-Related Marketing Campaign -- The Importance of Target-Group Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua -- TOMS: "We Are in Business to Improve Lives" -- Social Causes (II): Education: Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO -- "Buy a Pen, Donate a Pen": A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing -- Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING -- Cause-Related Marketing in Retail E-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Columbia) -- Cause-Related Marketing in Luxury Brands: The Case of Josefinas -- Disseminating Pet-Friendly Trends in Partnership: The Initiative "Marketing con Causa" in Mexico -- Health Causes: Cause-Related Marketing (CRM) of Ausonia's Campaigns -- The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania -- Digital Communication asa Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study -- All United Against Breast Cancer: The Solidarity Beauty of Estée Lauder -- Analysis of the CRM Campaigns on Facebook. The Case of Menudos Corazones -- Considerations and Decisions for Firms: Organizational Conflicts in CRM Planning and Implementation: City Hotel's Towel Reuse Program -- Santos Motors -- Choosing CRM -- Teaching Notes for This Textbook. . |
| Enlace de acceso : |
https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] |
Cause-Related Marketing : Case Studies From a Global Perspective [documento electrónico] / Galan-Ladero, M. Mercedes, ; Galera-Casquet, Clementina, ; Alves, Helena M., . - 1 ed. . - [s.l.] : Springer, 2021 . - XXIV, 435 p. 101 ilustraciones, 93 ilustraciones en color. ISBN : 978-3-030-65455-9 Libro disponible en la plataforma SpringerLink. Descarga y lectura en formatos PDF, HTML y ePub. Descarga completa o por capítulos.
| Palabras clave: |
Marketing Ética de negocios |
| Clasificación: |
658.8 Mercadeo (Principios de mercadeo) |
| Resumen: |
Este libro de texto utiliza un enfoque de estudio de caso para presentar una variedad de campañas de marketing relacionadas con causas que han sido desarrolladas por empresas y ONG. Estos estudios de casos innovadores ayudan a los estudiantes a comprender cómo dichas campañas afectan a las organizaciones con y sin fines de lucro, a los clientes y a la sociedad en general. Este libro también ofrece numerosos ejemplos útiles para comprender la teorÃa del marketing relacionado con una causa y cómo se puede aplicar en diferentes paÃses y contextos culturales. Los profesores encontrarán útiles para el aula las notas didácticas proporcionadas con cada caso. . |
| Nota de contenido: |
Theoretical Background: Introduction to Cause-Related Marketing -- Environmental Causes: Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability -- Villavicencio - Banco de Bosques: "Leave Your Mark, a Reserve for More Reserves". Marketing Campaign to Recover Forests from Agentine Chaco -- The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment -- WWF Spain: Illustrating Factors at Play, Impacts and Tensions in Cause-Related Marketing for Global Sustainability -- Social Causes (I): Covering Basic Needs: "Lighting Up Lives": A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan -- Value Co-Creation in Cause-Related Marketing: The Case of "El Turrón Solidario" (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation -- Application of Cause-Related Marketing in the Fight Against Hunger: Case "Good Restaurants" -- Project "Soup of Aid" as a Cause-Related Marketing Campaign -- The Importance of Target-Group Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua -- TOMS: "We Are in Business to Improve Lives" -- Social Causes (II): Education: Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO -- "Buy a Pen, Donate a Pen": A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing -- Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING -- Cause-Related Marketing in Retail E-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Columbia) -- Cause-Related Marketing in Luxury Brands: The Case of Josefinas -- Disseminating Pet-Friendly Trends in Partnership: The Initiative "Marketing con Causa" in Mexico -- Health Causes: Cause-Related Marketing (CRM) of Ausonia's Campaigns -- The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania -- Digital Communication asa Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study -- All United Against Breast Cancer: The Solidarity Beauty of Estée Lauder -- Analysis of the CRM Campaigns on Facebook. The Case of Menudos Corazones -- Considerations and Decisions for Firms: Organizational Conflicts in CRM Planning and Implementation: City Hotel's Towel Reuse Program -- Santos Motors -- Choosing CRM -- Teaching Notes for This Textbook. . |
| Enlace de acceso : |
https://link-springer-com.biblioproxy.umanizales.edu.co/referencework/10.1007/97 [...] |
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