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

journal contribution
posted on 2007-01-01, 00:00 authored by G Svensson, Greg WoodGreg Wood
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).

History

Journal

International journal of electronic customer relationship

Volume

1

Issue

3

Pagination

231 - 241

Publisher

Inderscience publishers

Location

Olney, England

ISSN

1750-0672

eISSN

1750-0664

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2007, Inderscience Enterprises Ltd.

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