Percorrer por autor "Rocha, Carolina Leite de Vasconcelos Gama"
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- Cause-related marketing in e-commerce : the case of MercadãoPublication . Rocha, Carolina Leite de Vasconcelos Gama; Lourenço, Ana Isabel Principe dos Santos da SilvaCause-related marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute to a specific cause (Varadarajan & Menon, 1988). This study’s main objective is to understand how Cause-Related Marketing is applied in E-Commerce. For the present study, the intent is to understand to what extent a Cause-Related Marketing initiative can be sustained within E Commerce, and what are the main challenges regarding its implementation. Semi-structured interviews, in conjunction with document analysis, served as the data collection methods to build the case of Mercadão Solidário. This helped to clarify the project's overarching goals and identify a few recommendations for potential future changes regarding the increase of knowledge about this type of marketing and internal and external engagement with it.