Cause-related marketing and strategic agility: An integrated framework for gaining the competitive advantage

World Review of Entrepreneurship, Management and Sustainable Development

Volumn 9, Issue 4, 2013, Pages 518-542

  Christofi, Michael ^a   Kaufmann, Hans Ruediger ^b   Vrontis, Demetris ^b   Leonidou, Erasmia ^a  

^a UNIVERSITY OF GLOUCESTERSHIRE   (United Kingdom)

^b UNIVERSITY OF NICOSIA   (Cyprus)

Author keywords

Brand awareness; Cause related marketing; Competitive advantage; Corporate reputation; CRM; Strategic agility

Indexed keywords

EID: 84885085810     PISSN: 17460573     EISSN: 17460581     Source Type: Journal    
DOI: 10.1504/WREMSD.2013.056758     Document Type: Article

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