A Study On Cause Related Marketing In India
商品資訊
ISBN13：9783963840869
出版社：DAYWIND NEW DAY DISTRIBUTORS
作者：Neela Mani Kanta
出版日：2022/09/24
裝訂：平裝
規格：22.9cm*15.2cm*1.5cm (高/寬/厚)
商品簡介
Introduction
In the early 1980s American Express Co. tried out a new marketing concept
to increase the use of their card and the cards acceptance at retail outlets (Anderson
1996). For every purchase, a consumer made using an American Express card,
American Express Co. would make a donation to charity. First, American Express Co.
used this marketing practice in San Francisco, and following the success of that
campaign, the company later developed a national campaign that benefited the
renovation of Ellis Island and the Statue of Liberty. American Express Co. had hit
upon a marketing concept so innovative they were able to copyright the term they
developed to describe it: Cause Related Marketing (CRM).
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