Cause related marketing-commercialism or altruism: Finding the balance?

Svensson, Goran and Wood, Greg 2007, Cause related marketing-commercialism or altruism: Finding the balance?, International journal of electronic customer relationship, vol. 1, no. 3, pp. 231-241, doi: 10.1504/IJECRM.2007.017793.

Attached Files
Name Description MIMEType Size Downloads

Title Cause related marketing-commercialism or altruism: Finding the balance?
Author(s) Svensson, Goran
Wood, Greg
Journal name International journal of electronic customer relationship
Volume number 1
Issue number 3
Start page 231
End page 241
Publisher Inderscience publishers
Place of publication Olney, England
Publication date 2007
ISSN 1750-0672
Keyword(s) cause Related Marketing
Summary The objective of this paper is to describe a framework of questions that may provide guidance as to whether a company (i.e., a for-profit organisation) should engage in Cause Related Marketing (CRM) or not. CRM is an  intriguing concept in which one finds a cause and intertwines one’s  marketing push to sell both the cause and one’s products. The reality is that some companies do focus solely on the profit returns from socially responsible ventures and others do not, therefore, a framework of questions are provided that may guide companies as to whether to pursue a CRM-relationship with a non-profit organisation (i.e., the cause).
Language eng
DOI 10.1504/IJECRM.2007.017793
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, Inderscience Enterprises Ltd.
Persistent URL

Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 663 Abstract Views, 1 File Downloads  -  Detailed Statistics
Created: Mon, 29 Sep 2008, 08:56:06 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact