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Volume 20, Issue 6
1 June 1999
Journal of Business Strategy Cover Image for Volume 20, Issue 6
Review Article| June 01 1999

WHEN THE CAUSE IS JUST

Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1999
Journal of Business Strategy (1999) 20 (6): 27–31.
https://doi.org/10.1108/eb040042

Proponents of cause‐related marketing believe it yields a big payoff. But there are pitfalls.

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© MCB UP Limited
1999
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