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Marketing con causa. Evidencias prácticas desde la perspectiva del consumidor

  • Mª de las Mercedes Galán Ladero
  • Clementina Galera Casquet
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    El marketing con causa ha ido adquiriendo cada vez una mayor relevancia, siendo, actualmente, una de las principales iniciativas de responsabilidad social que llevan a cabo las empresas. Su característica más destacada es que la donación de la empresa está condicionada por las ventas; es decir, depende en última instancia del comportamiento del consumidor. En este trabajo realizamos un estudio descriptivo de la opinión y el comportamiento del consumidor sobre las acciones de marketing con causa de la empresa. También hacemos referencia al papel clave del distribuidor en el éxito de este tipo de programas. Finalmente, como principales aportaciones del estudio, destacamos, en general, su influencia en el comportamiento del consumidor y, específicamente, la de distintos aspectos de marketing operativo en la intención de compra de productos vinculados a estas campañas.

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    Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1401.

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    Length: 32
    Date of creation: Apr 2014
    Date of revision: Apr 2014
    Publication status: published
    Handle: RePEc:ovr:docfra:1401
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