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Kniha Making a Difference Through Marketing Carolin Plewa

Making a Difference Through Marketing

A Quest for Diverse Perspectives

Autor: Carolin Plewa, Jodie Conduit
Jazyk: Angličtina
Vazba: Brožovaná
Vydavatel: Springer Verlag, Singapore
Dostupnost: 50 % šance
Prohledáme celý svět
2 663 Kč
This book honours the contribution Professor Pascale Quester has made to academia and higher educati...

Informace o knize

Autor
Carolin Plewa, Jodie Conduit
Jazyk
Angličtina
Vazba
Kniha - Brožovaná
Vydáno
2018
Stránek
282
EAN
9789811091681
Enbook ID
20095072
Vydavatel
Springer Verlag, Singapore
Hmotnost
506
Rozměry
155 x 13 x 16

Kompletní popis

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

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