Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals. Firms can design more-successful initiatives by ensuring alignment between what the authors call the three C's of consumer philanthropy: Companies need to choose Causes that resonate with Customers in a way that drives sales.

【書誌情報】

ページ数：2ページ

サイズ：A4

商品番号：HBSP-F1410B

発行日：2014/10/1

登録日：2014/9/19