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Keywords: Cause marketing
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Journal Articles
Journal:
European Business Review
European Business Review (2011) 23 (2): 203–214.
Published: 08 March 2011
... Cone (1996, p. 104) stated that CRM had gone from what was once a successful promotions tool to today being “a highly sophisticated marketing strategy”. In the USA, CRM has grown from nothing in 1983, yet it was estimated to be worth US$1,340 million in 2006 (Cause Marketing Forum, 2007...
