𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model

✍ Scribed by Balmer, John M.T.; McDonald, Malcolm H.B.; de Chernatony, Leslie; Harris, Fiona

Book ID
124062498
Publisher
Emerald Group Publishing Limited
Year
2001
Tongue
English
Weight
209 KB
Volume
35
Category
Article
ISSN
0309-0566

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## Abstract In recent years the UK has seen a proliferation of cause‐related marketing (CRM) campaigns amongst fast moving consumer goods (FMCGs). These campaigns present a mine‐field of choices facing brand managers, the most critical being which campaign design will meet the required objectives.