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Cause related marketing: can the arts afford not to participate?

Version 2 2024-06-16, 13:25
Version 1 2014-10-27, 16:25
journal contribution
posted on 2024-06-16, 13:25 authored by R Rentschler, G Wood
Cause related marketing is a new way for for-profit organizations to increase their sales while appearing to enhance their focus on social responsibility. The key for private-sector organizations is to build partnerships with a worthy, notable cause and for them to promote that cause in a carefully structured commercial venture designed to enhance both organizations' financial viability. Over the last 2 decades the focus has shifted from the worthy cause of the arts, to issues of health and social need. The answer proposed in this paper is to broaden the definition of worthy cause to include needy non-profit arts and thus, return cause related marketing to its roots. This paper identifies the direction of rapid change in attitudes to arts marketing in just over 2 decades and indicates the possibilities of participating in cause related marketing activities as a result of this change.

History

Journal

Services marketing quarterly

Volume

22

Pagination

57-69

Location

Philadelphia, Pa.

ISSN

1533-2969

eISSN

1533-2977

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Issue

1

Publisher

Haworth Press

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