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- Identity, Identification, and Relationship Through Social Alliances
The authors studied social alliances, a type of corporate societal marketing initiative. Their research finds that social alliances are an important means whereby employees identify more closely with...
Citation: Ida E. Berger; Peggy H. Cunningham; Minette E. Drumwright. 2006. Identity, Identification, and Relationship Through Social Alliances. Journal of the Academy of Marketing Science 34 (2):128-137.
Areas of Interest: Corporate Social Responsibility
- Marketing Management
Marketing Management, Canadian Twelfth Edition, is designed to preserve the strengths of previous editions while introducing new material and organization to further enhance learning. It is dedicated...
Citation: Cunningham, Peggy ; Philip, Kotler; Keller, Kevin. 2006. Marketing Management. 12 ed. Scarborough, Ontario: Prentice-Hall Canada.
Areas of Interest: Consumer Issues, Education
- Marketing: An Introduction
This in-class edition takes a new approach to learning.This book was designed with the student in mind and ties learning and assessment closely together. Within this text, there is a built in study gu...
Citation: Cunningham, Peggy. 2006. Marketing: An Introduction. 1st and 2nd Canadian Editions ed. Scarborough, Ontario: Prentice-Hall Canada.
Areas of Interest: Consumer Issues, Education
- Principles of Marketing
The sixth Canadian edition of the leading Principles of Marketing textbook has at its core those elements that make it a classic: authoritative authors, modern examples, and contemporary issues covere...
Citation: Peggy Cunningham; Philip Kotler; Gary Armstrong. 2005. Principles of Marketing. 6 ed: Pearson Education Canada.
Areas of Interest: Education
- Social Alliances: Company/Nonprofit Collaboration
The article discusses collaborative efforts that are representative of the most advanced state of interaction between companies and nonprofit organizations, known as the integrative stage. During the...
Citation: Berger, Ida E.; Cunningham, Peggy H.; Drumwright, Minette E. 2004. Social Alliances: Company/Nonprofit Collaboration. California Management Review 47 (1):58-90.
Areas of Interest: Economic - Social
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