02265nam a2200457 i 4500 000710549 StDuBDS 20240202172917.0 20160518115646.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473937529 (ebook) : No price (OCoLC)1017713831 StDuBDS eng StDuBDS rda pn HF5414 658.827 23 Coleman, Joshua T., author. Jumping off the bandwagon : why the most popular charities may not be the best partners in brand/cause collaborations / Joshua T. Coleman & Dan L. Sherrell. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Carter is faced with the challenge of choosing charitable causes for three separate companies to partner with for upcoming cause-related marketing campaigns. He initially thinks that any charitable cause will work due to the generally positive associations of corporate philanthropy, but marketing research informs him that perceptions of brand/cause collaborations may be more complex than has been traditionally assumed. This case encourages students to process the multifaceted nature of charitable causes and the different types of collaborations firms can achieve through brand/cause partnerships. Description based on online resource; title from home page (viewed on April 21, 2016). elektronické knihy fd186907 czenas electronic books eczenas Nonprofit organizations Marketing Case studies. Social marketing Case studies. Sherrell, Dan L., author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/most-popular-charities-not-best-partners-brand-cause-collaborations Plný text SBC EB NEPOSILAT EB