Study on Enterprise's Strategies of Cause-Related Marketing Based on Consumer Perception

被引：0

作者：

Wang, Juan ^{[1
]}

Xiong, Kai ^{[2
]}

机构：

[1] HuaZhong Normal Univ, Sch Econ, Wuhan 430079, Hubei, Peoples R China

[2] Jianghan Univ, Sch Business, Wuhan 430056, Hubei, Peoples R China

来源：

CONFERENCE ON WEB BASED BUSINESS MANAGEMENT, VOLS 1-2 | 2010年

关键词：

cause-related marketing; consumer perception; strategy;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

With varieties of social problems becoming more and more serious, the public voice of corporate social responsibility has been rising. Cause-related Marketing (CRM), which can solve the dilemma of corporate social responsibility and profit maximization, has been widely used in recent years. From the perspective of consumer, the paper analyzes the relationship between CRM and consumer perception, and puts forward some strategies of CRM based on consumer perception.

引用

页码：379 / +

页数：3