善因营销成效的影响因素探析

被引：10

作者：

于坤章

俞赟芳

陈琳

机构：

[1] 湖南大学工商管理学院

来源：

湖南大学学报(社会科学版) | 2009年 / 23卷 / 02期

关键词：

善因营销; 善因营销成效; 运作模式; 影响因素模型;

D O I：

暂无

中图分类号：

F713.50 [市场学];

学科分类号：

1201 ;

摘要：

善因营销是一种有效但不可滥用的营销战略工具,其成效的影响因素错综复杂。在对善因营销的众多研究成果回顾和分析的基础上,构建了善因营销成效影响因素模型,并对模型的六大构面及其相关变量进行了探讨和论述,希望对我国善因营销的研究和实践都有所启示。

引用

页码：53 / 57

页数：5

共 9 条

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