Cause related marketing – commercialism or altruism: Finding the balance? Online publication date: Mon, 14-Apr-2008
by Goran Svensson, Greg Wood
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 1, No. 3, 2007
Abstract: 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).
Online publication date: Mon, 14-Apr-2008
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org