Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy
Open Access
- 1 July 1988
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 52 (3) , 58-74
- https://doi.org/10.1177/002224298805200306
Abstract
Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.Keywords
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