DocumentCode
2159557
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
fYear
2010
fDate
24-26 Aug. 2010
Firstpage
1
Lastpage
4
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;
fLanguage
English
Publisher
ieee
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
Type
conf
DOI
10.1109/ICMSS.2010.5576640
Filename
5576640
Link To Document