Historic evolution of cause-related marketing programmes. Does a “perfect” CRM programme exist?

Carolina Sorribas

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Historic evolution of cause-related marketing programmes. Does a “perfect” CRM programme exist?

机译：与因果相关的营销计划的历史演变。是否存在“完善的” CRM程序？

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摘要

Although there is a number of books and research papers on Cause Related Marketing (CRM) programmes and experiences, the real fact is that there are just a few in-depth analysis of the historic evolution of the CRM concept itself.

机译：尽管有很多关于因果相关营销（CRM）程序和经验的书籍和研究论文，但真正的事实是，对CRM概念本身的历史演变只作了一些深入的分析。

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来源
《International Review on Public and Nonprofit Marketing》 |2007年第2期|149-158|共10页
作者
Carolina Sorribas;
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作者单位

Facultad de Comunicación Blanquerna-Universidad Ramón Llull Valldonzella 23 08001 Barcelona (Spain);

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原文格式 PDF
正文语种 eng
中图分类
关键词
Cause Related Marketing; corporate social marketing; definitions; CRM campaigns;

机译：原因相关营销;企业社会营销;定义;CRM活动;

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Historic evolution of cause-related marketing programmes. Does a “perfect” CRM programme exist?

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