Literaturnachweis - Detailanzeige
| Autor/in | Hajjat, Fatima M. |
|---|---|
| Titel | Using Marketing for Good: An Experiential Project on Cause-Related Marketing in a Principles Course |
| Quelle | In: Journal of Education for Business, 96 (2021) 7, S.461-467 (7 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Zusatzinformation | ORCID (Hajjat, Fatima M.) |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0883-2323 |
| DOI | 10.1080/08832323.2020.1848770 |
| Schlagwörter | Marketing; Business Administration Education; College Students; Experiential Learning; Student Projects; Program Effectiveness; Social Responsibility; Nonprofit Organizations; Corporate Support; Consumer Economics; Ethical Instruction; Ethics; Fund Raising |
| Abstract | Cause-Related Marketing (CRM), defined as profit motivated giving, is an effective strategy that can be used to demonstrate to students the "good side" of marketing. This paper outlines an experiential project that allowed students to gain a better understanding of marketing principles while also gaining an appreciation for corporate citizenship. Students were able to generate $11,796.11 in total profit, and collaborate with 34 unique local, national, and international nonprofits. Qualitative data indicated that students gained a deeper understanding and appreciation of marketing, market research, and marketing as a tool for CRM. (As Provided). |
| Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
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