Title :
Cause-Related Behavior: Comparison of Consumer Goods Corporations and Industrial Goods Corporations
Author :
Long Xiaofeng ; Tian Zhilong
Author_Institution :
Sch. of Manage., Huazhong Univ. of Sci. & Technol., Wuhan, China
Abstract :
The matching of corporations cause-related behavior and types of corporation has a great influence on the efficiency of cause-related marketing. We compared the cause-related behavior of industrial goods corporations with consumer goods corporations´ in this research, and discussed how the different types of corporations choose the suitable cause-related actions.
Keywords :
consumer behaviour; customer relationship management; cause-related action; cause-related behavior; cause-related marketing; consumer goods corporation; industrial goods corporation; Construction industry; Education; Government; Marketing and sales; Materials; Springs;
Conference_Titel :
Management and Service Science (MASS), 2010 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-5325-2
Electronic_ISBN :
978-1-4244-5326-9
DOI :
10.1109/ICMSS.2010.5576640
