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Cause related marketing – commercialism or altruism: Finding the balance?
Oslo School of Management, Oslo, Norway.
Bowater School of Management and Marketing, Deakin University, Warrnambool, Australia.
2007 (English)In: International Journal of Electronic Customer Relationship Management, ISSN 1750-0664, E-ISSN 1750-0672, Vol. 1, no 3, p. 231-241Article in journal (Refereed) Published
Abstract [en]

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).

Place, publisher, year, edition, pages
Olney, Bucks: InderScience Publishers, 2007. Vol. 1, no 3, p. 231-241
Keywords [en]
cause related marketing, CRM, for-profit organisations, non-profit organisations, charities, framework, worthy causes
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-26959DOI: 10.1504/IJECRM.2007.017793OAI: oai:DiVA.org:hh-26959DiVA, id: diva2:760484
Available from: 2014-11-04 Created: 2014-11-04 Last updated: 2018-03-22Bibliographically approved

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Svensson, Göran

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Citation style
  • apa
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  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • text
  • asciidoc
  • rtf