WHEN THE CAUSE IS JUST
440
Abstract
Proponents of cause‐related marketing believe it yields a big payoff. But there are pitfalls.
Citation
Meyer, H. (1999), "WHEN THE CAUSE IS JUST", Journal of Business Strategy, Vol. 20 No. 6, pp. 27-31. https://doi.org/10.1108/eb040042
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited