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Cause-Related-Marketing-Kampagnen Erfolgreich Konzipieren - Eine Empirische Studie (German, Paperback, 2008 ed.): Frank Huber,... Cause-Related-Marketing-Kampagnen Erfolgreich Konzipieren - Eine Empirische Studie (German, Paperback, 2008 ed.)
Frank Huber, Stefanie Regier, Maxime Rinino
R1,709 Discovery Miles 17 090
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Die Autoren untersuchen auf der Basis einer empirischen Studie die Wirkung einer sozialen Werbekampagne auf die Kaufabsicht eines Konsumenten am Beispiel einer Kooperation zwischen einer Pharmazeutikmarke und einer Non-Profit-Organisation. Sie leiten Handlungsempfehlungen fur die Marketingpraxis ab, die besonders geeignet sind, die Kaufabsicht durch eine positive Einstellungsbildung zu beeinflussen.
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