What do managers think about the success potential of CRM campaigns?
This research analyzes cause-related marketing (CrM) from the perspective of companies. The study aims to achieve a better understanding about what managers think about CrM by analyzing the level of acceptance and usage of this marketing tool, based on the UTAUT model. Using in-depth interviews as r...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/29930 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/29930 |