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

Rentschler, Ruth and Wood, Greg 2001, Cause related marketing: can the arts afford not to participate?, Services marketing quarterly, vol. 22, no. 1, pp. 57-69, doi: 10.1300/J396v22n01_05.

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Title Cause related marketing: can the arts afford not to participate?
Author(s) Rentschler, Ruth
Wood, Greg
Journal name Services marketing quarterly
Volume number 22
Issue number 1
Start page 57
End page 69
Publisher Haworth Press
Place of publication Philadelphia, Pa.
Publication date 2001
ISSN 1533-2969
Keyword(s) marketing
nonprofit organizations
performing arts
Summary 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.
Language eng
DOI 10.1300/J396v22n01_05
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
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