BB	Adkins, Sue. Cause related marketing: who cares wins / Sue, Adkins. London: Routledge, 2011
BB	Blattberg, Robert C. Sales promotion: concepts, methods, and strategies /Robert C. Blattberg, Scott A. Neslin Prentice Hall, 1990
BB	Chandon, P. (1995). Consumer research on sales promotions: A state of the art literature review, “Journal of Marketing Management”, 11(5), 419-441
BB	Hemphill, T. A. (1996). Cause‐related marketing, fundraising, and environmental nonprofit organizations. “Nonprofit Management and Leadership”, 6(4), 403-418
BB	La investigación de promoción de ventas en España [Recurso electrónico] / coordinador, F. Javier de la Ballina Ballina ; autores, Begoña Álvarez ... [et al.] Oleiros (A Coruña): NetBiblo, 2007
BB	Meenaghan, T. & O'Sullivan, P. (2013). Metrics in sponsorship research—Is credibility an issue?. “Psychology & Marketing”, 30(5), 408-416
BB	Meenaghan, T., McLoughlin, D. & McCormack, A. (2013). New challenges in sponsorship evaluation actors, new media, and the context of praxis. “Psychology & Marketing”, 30(5), 444-460
BB	Nonprofit and Business Sector Collaboration: Social Enterprises, Cause-Related Marketing, Sponsorships, and Other Corporate-Nonprofit Dealings / Walter W. Wymer, Sridhar Samu, editors Routledge, 2013

LISTADO DE URLs:
	[BB] Ailawadi, K., Beauchamp, J. P., Donthu, N., Gauri, D. K. & Shankar, V. (2009). Communication and promotion decisions in retailing: a review and directions for future research. “Journal of Retailing”, 85(1), 42-55 [http://ac.els-cdn.com/S0022435908000857/1-s2.0-S0022435908000857-main.pdf?_tid=0965b8fa-294b-11e5-a707-00000aab0f27&acdnat=1436783976_5c9b0803ea722972b7e4786454a8610a]
	[BB] Álvarez, B. (2000). La promoción de ventas como instrumento para modificar el comportamiento de los individuos. Documento de trabajo, Universidad de Oviedo [https://econo.uniovi.es/biblioteca/documentos-trabajo-ccee-ee/2000]
	[BB] Blattberg, R., Briesch, R. & Fox, E. J. (1995). How Promotions Work, “Marketing Science”, 14(3), 122-132 [http://search.proquest.com/docview/207348162/fulltextPDF/AD303AC44D40479APQ/1?accountid=14795]
	[BB] DelVecchio, D., Henard, D. H. & Freling, T. H. (2006), The effect of sales promotion on post-promotion brand preference: a meta-analysis, “Journal of Retailing”, 82(3), 203-213 [http://ac.els-cdn.com/S0022435906000388/1-s2.0-S0022435906000388-main.pdf?_tid=06d783b8-2953-11e5-a59a-00000aab0f27&acdnat=1436787407_cb53346315843f0476a43d22fc02518c]
	[BB] Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalization”, PRism, 6(2), 1-19. [http://shonaliburke.com/wp-content/uploads/2010/10/GRUNIG.pdf]
	[BB] Hutton, J. G. (1999). The definition, dimensions, and domain of public relations, Public Relations Review, 25(2), 199-214 [http://ac.els-cdn.com/S0363811199801623/1-s2.0-S0363811199801623-main.pdf?_tid=b122e354-29f2-11e5-83de-00000aacb35e&acdnat=1436855983_c121f034be14f66164f92f222aee6ae7]
	[BB] Jagre, E., Watson, J. J. & Watson, J. G. (2001). Sponsorship and congruity theory: a theoretical framework for explaining consumer attitude and recall of event sponsorship. “Advances in Consumer Research”, 28, 439-445 [http://linksource.ebsco.com/FullText.aspx?linkout=http%3a%2f%2fatoz.ebsco.com%2flink.asp%3fid%3d8564%26rid%3d4890180]
	[BB] Liu, G. & Ko, W. W. (2011). An analysis of cause-related marketing implementation strategies through social alliance: partnership conditions and strategic objectives, “Journal of Business Ethics”, 100(2), 253-281 [http://download.springer.com/static/pdf/725/art%253A10.1007%252Fs10551-010-0679-7.pdf?originUrl=http%3A%2F%2Flink.springer.com%2Farticle%2F10.1007%2Fs10551-010-0679-7&token2=exp=1436859118~acl=%2Fstatic%2Fpdf%2F725%2Fart%25253A10.1007%25252Fs10551-010-0679-7.pdf%3ForiginUrl%3Dhttp%253A%252F%252Flink.springer.com%252Farticle%252F10.1007%252Fs10551-010-0679-7*~hmac=1a8b135bfb957b30ea1d09ce31eb20524951cbdb499eef3e57949d44c82f0972]
	[BB] Mazodier, M. & Quester, P. (2014). The role of sponsorship fit for changing brand affect: a latent growth modeling approach, “International Journal of Research in Marketing”, 31(1), 16-29 [http://ac.els-cdn.com/S016781161300089X/1-s2.0-S016781161300089X-main.pdf?_tid=57d59582-29fa-11e5-8d7e-00000aacb35d&acdnat=1436859269_d857c1b3f522f67edfde7b3d4a4c15e1]
	[BB] Nielsen, A. E. & Thomsen, C. (2012). Corporate social responsibility (CSR) management and marketing communication: research streams and themes. “Hermes–Journal of Language and Communication in Business”, 49, 49-65 [http://pure.au.dk/portal/files/52831754/Hermes_49_5_nielsen_thomsen.pdf]
	[BB] Polonsky, M. J. & Speed, R. (2001). Linking sponsorship and cause related marketing: complementarities and conflicts. “European Journal of Marketing”, 35(11/12), 1361-1389 [http://www.emeraldinsight.com/doi/pdfplus/10.1108/EUM0000000006484]
	[BB] Preeza, V. & Bijal, M. (2004). Classification of empirical work on sales promotion: a synthesis for managerial decision making. Working Paper. Indian Institute of Management Ahmedabad [http://vslir.iimahd.ernet.in:8080/xmlui/bitstream/handle/123456789/5945/2004-06-07preetavyas.pdf?sequence=1&isAllowed=y]
	[BB] Sharpe, M. L. (2000). Developing a behavioral paradigm for the performance of public relations. Public Relations Review, 26(3), 345-361 [http://ac.els-cdn.com/S0363811100000527/1-s2.0-S0363811100000527-main.pdf?_tid=ebc6c658-2abd-11e5-967d-00000aab0f27&acdnat=1436943269_bb0e08cb6f2f0afb311a5caf0fb3d253]
	[BB] Thorne McAlister, D. & Ferrell, L. (2002). The role of strategic philanthropy in marketing strategy. “European journal of marketing”, 36(5/6), 689-705 [http://www.emeraldinsight.com/doi/pdfplus/10.1108/03090560210422952]
	[BB] Varadarajan, P. R. & Menon, A. (1988). Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy. “Journal of Marketing”, 52(3), 58-74 [http://search.proquest.com/docview/227809206/fulltextPDF/2AB1E55356FE4241PQ/1?accountid=14795]