Classroom Companion: Business: Case Studies From a Global Perspective

Galan-Ladero, M. Mercedes; Galera-Casquet, Clementina; Alves, Helena M.

This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom. 

Details

Published by: Springer

Publication Date: 2021-03-28

Format: Hardcover

ISBN-13: 9783030654542

DOI: 10.1007/978-3-030-65455-9

Dimensions: 235cm x155cm

Pages: 435