期刊名称：International Review of Management and Marketing
电子版ISSN：2146-4405
出版年度：2014
卷号：4
期号：2
页码：167-174
语种：English
出版社：EconJournals
摘要：In this paper, we generalize the cause-related marketing (CRM) methods that used by most current enterprises. And then, we probe into the difference of the effects of different types of CRM programs aiming at improving customer profitability by analytic hierarchy process (AHP). Consequently, we find out the sequencing results and provide some reference to the enterprises while performing CRM programs. Keywords: analytic hierarchy process; customer profitability; cause-related marketing JEL Classifications: M3
