haku: @indexterm market research ethics / yhteensä: 23
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| Tekijä: | Rajan Varadajan, P. Menon, A. |
| Otsikko: | Cause-related marketing : a coalignment of marketing strategy and corporate philanthropy. |
| Lehti: | Journal of Marketing
1988 : JUL, VOL. 52:3, p. 58-74 |
| Asiasana: | MARKETING STRATEGY CORPORATE PHILANTHROPY MARKETING MANAGEMENT MARKET RESEARCH ETHICS |
| Kieli: | eng |
| Tiivistelmä: | Cause-related marketing is discussed as a new form of corporate philanthropy based of the rationale of profit motivated giving. The evolution of the phenomenon is outlined. Literature is reviewed. The case of the American Express is described. A definition is presented for cause-related marketing. Case histories are examined and cause-related factors are highlighted. The method is described as a versatile tool that can be used to realize a broad range of corporate and marketing objectives. Managerial dimensions are listed and analysed. Strategic and tactical uses are compared. Social dimensions are discussed. Potential adverse effects are highlighted. Ethics-related issues are mentioned. |
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