Cause-related marketing (CRM): Branding financial service organisations in cyprus by aligning CSR with business motivations

被引：0
|
作者：
Ioanna Papasolomou
Marlen Demetriou
机构：
[1] Intercollege. School of Business,Department of Marketing
[2] Intercollege. School of Business,Department of Marketing
来源：
International Review on Public and Non Profit Marketing | 2005年 / 2卷 / 2期
关键词：
Cause-related marketing; Cyprus; financial service organisations; fundraising events; corporate reputation;
D O I：
10.1007/BF02893258
中图分类号：
学科分类号：
摘要：
The reputation of the corporation is often the most important asset it possesses in gaining a competitive advantage as well as building both financial and social successes. Corporations require more than just the ability to present sustainable corporate reputation stories to stakeholders; they also require proactive planning and the ability to adapt to changing and increasing expectations regarding accountability.
引用
收藏
页码：70 / 86
页数：16
相关论文
共 20 条
12