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Can the overcommercialization of cause-related marketing harm society?

Polonsky, Michael and Wood, Greg 2001, Can the overcommercialization of cause-related marketing harm society?, Journal of macromarketing, vol. 21, no. 1, pp. 8-22.


Title Can the overcommercialization of cause-related marketing harm society?
Author(s) Polonsky, Michael
Wood, Greg
Journal name Journal of macromarketing
Volume number 21
Issue number 1
Start page 8
End page 22
Publisher Sage Publications Inc.
Place of publication Thousand Oaks, Calif.
Publication date 2001-06
ISSN 0276-1467
Summary The role of social responsibility within business has been debated for decades. It appears that there is a growing understanding that doing the right thing for society can not only be good for business but is also a responsibility of the modern corporation. Causes, corporations, and society have benefited from corporate involvement with social issues. However, it also appears that in some cases, there may be potential pitfalls associated with merging social and corporate objectives. The "overcommercialization" of some activities designed to benefit society may in fact harm those that these activities are trying to help. This article examines potential pitfalls associated with cause-related marketing and provides recommendations for reducing the potential negative consequences
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2001, Sage Publications
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008381

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