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The Conference on Web Based Business Management (WBM 2010 E-BOOK)

Chengdu,China,9.20-9.22,2010

ISBN: 978-1-935068-18-1 Scientific Research Publishing, USA

E-Book 1342pp Pub. Date: October 2010

Category: Engineering

Price: $80

Title: Study on Enterprise’s Strategies of Cause-Related Marketing Based on Consumer Perception
Source: The Conference on Web Based Business Management (WBM 2010 E-BOOK) (pp 379-383)
Author(s): Juan Wang, School of Economy, HuaZhong Normal University, Wuhan, P.R. China, 430079
Kai Xiong, Business School, Jianghan Universtiy, Wuhan, P.R., China, 430056.
Abstract: With varieties of social problems becoming more and more serious, the public voice of corporate social responsibility has been rising. Cause-related Marketing (CRM)，which can solve the dilemma of corporate social responsibility and profit maximization, has been widely used in recent years. From the perspective of consumer, the paper analyzes the relationship between CRM and consumer perception, and puts forward some strategies of CRM based on consumer perception.
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