The performance measurement of cause-related marketing by balance scorecard

Total Quality Management and Business Excellence

Volumn 18, Issue 7, 2007, Pages 771-791

  Wu, Shwu Ing ^a   Hung, Jr Ming ^a  

^a NATIONAL CHIN YI UNIVERSITY OF TECHNOLOGY   (Taiwan)

Author keywords

Balance scorecard; Cause related marketing (CRM); Performance measurement

Indexed keywords

EID: 34748839096     PISSN: 14783363     EISSN: 14783371     Source Type: Journal    
DOI: 10.1080/14783360701349831     Document Type: Article

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