Article | California Management Review | fall 2004

Valuing the Cause Marketing Relationship

by John T. Gourville and V. Kasturi Rangan

Keywords: Marketing; Relationships; Value;

Citation:

Gourville, John T., and V. Kasturi Rangan. "Valuing the Cause Marketing Relationship." California Management Review 47, no. 1 (fall 2004): 38–57.