haku: @author Walle, A. H. / yhteensä: 7
viite: 3 / 7
| Tekijä: | Walle, A. H. |
| Otsikko: | Should companies support causes : a strategic analysis. |
| Lehti: | Management Decision
1991 : VOL. 29:1, p. 47-52 |
| Asiasana: | MARKETING STRATEGY POSITIONING CORPORATE RESPONSIBILITY SOCIAL ENVIRONMENT |
| Kieli: | eng |
| Tiivistelmä: | If marketers are to devise campaigns and marketing mixes which are intended to influence those customers who espouse social, political and environmental causes, they need a knowledge of the evolutionary life-cycle pattern of such causes. The five life-cycle stages of causes are set out, with descriptions of the likely extent of influence of cause-related marketing strategies, the level of controversy surrounding the cause and the strategic trade-off at each stage. It is concluded that whilst the support of causes appears to provide marketing opportunities, the marketers must make two crucial decisions. First, a market niche which is likely to cover the cause must be selected. Second, the strategy employed must be forged to deal with the cause at the specific stage. |
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