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- Title
Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.
- Authors
Varadarajan, P. Rajan; Menon, Anil
- 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.
- Subjects
MARKETING; NONPROFIT organizations; SOCIAL responsibility of business; FUNDRAISING; PUBLIC relations; MARKETING strategy; SOCIAL marketing; SOCIAL policy; MARKETING planning
- Publication
Journal of Marketing, 1988, Vol 52, Issue 3, p58
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298805200306