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.

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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
1750-0664
Keyword(s) cause Related Marketing
CRM
corporation
company
charity
framework
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
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 http://hdl.handle.net/10536/DRO/DU:30007786

Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
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