Customer Insight
New article in the Journal of Marketing Research
15 September 2023, by customer insight

Photo: Ava W. Burton on Unsplash
New article in the Journal of Marketing Research
The paper "Cause-Related Marketing as Sales Promotion" is published in the Journal of Marketing Research. The first major field study of charitable giving in consumer marketing shows that charity is rewarding in more ways than one. In purely economic terms, even traditional sales promotion tools are only marginally more effective.