Doing better at doing good: when, why, and how consumers respond to corporate social initiatives
págs. 9-24
Managing Responsibility: WHAT CAN BE LEARNED FROM THE QUALITY MOVEMENT?
págs. 25-37
Valuing the Cause Marketing Relationship
págs. 38-57
Social Alliances: COMPANY/NONPROFIT COLLABORATION
Minette E. Drumwright, Peggy H. Cunningham, Ida E. Berger
págs. 58-90
Collaborating with Activists: HOW STARBUCKS WORKS WITH NGOS
págs. 91-116
Socially Responsible Pricing: LESSONS FROM THE PRICING OF AIDS DRUGS IN DEVELOPING COUNTRIES
págs. 117-144
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