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Keywords: Promotions
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2020) 37 (5): 901–921.
Published: 11 October 2019
...Sangeeta Singh; Lola C. Duque Purpose The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face...
