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Making a difference through marketin...

Conduit, Jodie.

Making a difference through marketinga quest for diverse perspectives /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Making a difference through marketingedited by Carolin Plewa, Jodie Conduit.
其他題名:	a quest for diverse perspectives /
其他作者:	Plewa, Carolin.
出版者:	Singapore :Springer Singapore :2016.
面頁冊數:	xiv, 282 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	MarketingSocial aspects.
電子資源:	http://dx.doi.org/10.1007/978-981-10-0464-3
ISBN:	9789811004643$q(electronic bk.)

Making a difference through marketinga quest for diverse perspectives /
Making a difference through marketinga quest for diverse perspectives /[electronic resource] :edited by Carolin Plewa, Jodie Conduit. - Singapore :Springer Singapore :2016. - xiv, 282 p. :ill., digital ;24 cm.

The Question of Sponsorship Effectiveness -- Leveraging Research on Activation: Quester and Thompson's (2001) Impact on the Field of Sponsorship -- Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs vs Large Organisations -- Connected Stadium: A Pillar for Football Clubs' Marketing Development? -- Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens -- Beyond the Obvious: Facets of Diversity in Marketing Student Groups -- Student Engagement: A Multiple Layer Phenomenon -- Marketing - Making a Difference for Entrepreneurial Universities -- Improving Innovation Process Performance and Service Quality in Innovation Networks -- Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches -- Contemporary Young Consumers and Food Consumption – Implications for Social Marketing and Research.

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, 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. In contrast, this book presents a broader perspective, highlighting a variety of actors and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

ISBN: 9789811004643$q(electronic bk.)

Standard No.: 10.1007/978-981-10-0464-3doiSubjects--Topical Terms:

230848
Marketing
--Social aspects.

LC Class. No.: HF5414 / .M35 2016

Dewey Class. No.: 658.8

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520 $a This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, 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. In contrast, this book presents a broader perspective, highlighting a variety of actors 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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