A Study On Cause Related Marketing In India
- SKU: 9782999394889
- Category: Business & Money, Pre Orders, Snag Books Bestselling Titles
Introduction
In the early 1980s American Express Co. tried out a new marketing concept
to increase the use of their card and the cards acceptance at retail outlets (Anderson
1996). For every purchase, a consumer made using an American Express card,
American Express Co. would make a donation to charity. First, American Express Co.
used this marketing practice in San Francisco, and following the success of that
campaign, the company later developed a national campaign that benefited the
renovation of Ellis Island and the Statue of Liberty. American Express Co. had hit
upon a marketing concept so innovative they were able to copyright the term they
developed to describe it: Cause Related Marketing (CRM).
Binding Type: Paperback
Author: Neela Mani Kanta
Publisher: Infotech Publishers
Published: 10/16/2022
ISBN: 9782999394889
Pages: 288
Weight: 0.85lbs
Size: 9.00h x 6.00w x 0.60d
Introduction
In the early 1980s American Express Co. tried out a new marketing concept
to increase the use of their card and the cards acceptance at retail outlets (Anderson
1996). For every purchase, a consumer made using an American Express card,
American Express Co. would make a donation to charity. First, American Express Co.
used this marketing practice in San Francisco, and following the success of that
campaign, the company later developed a national campaign that benefited the
renovation of Ellis Island and the Statue of Liberty. American Express Co. had hit
upon a marketing concept so innovative they were able to copyright the term they
developed to describe it: Cause Related Marketing (CRM).
Binding Type: Paperback
Author: Neela Mani Kanta
Publisher: Infotech Publishers
Published: 10/16/2022
ISBN: 9782999394889
Pages: 288
Weight: 0.85lbs
Size: 9.00h x 6.00w x 0.60d
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