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- Title
FedEx and the St. Jude Classic: An Application of a Cause-Related Marketing Program (CRMP).
- Authors
Lachowetz, Tony; Irwin, Richard
- Abstract
Marketing communications and promotions with social dimensions are becoming mainstream as practitioners respond to higher consumer expectations of corporate social responsibility, of which cause-related marketing (CRM) is a subset. Cause-related marketing programs provide a platform for examining consumer interpretation of promotions with a social dimension and exploring behavioral responses to "corporate philanthropy." Since its 1981 introduction by American Express, CRM has steadily gained momentum as a viable tool for improving corporate performance while helping worthy causes. Cause-related marketing's prevalence and history in the market place and its acceptance by both for profit and nonprofit practitioners, as well as by consumers, positions it as a valuable component of a firm's overall marketing strategy. At a time when public sentiments toward most large corporations are at their lowest levels since the early 1980s, with most Americans disgusted over the immoral and unethical behavior of two researchers, academic and practitioner research suggests that many consumers appreciate and support CRM programs.
- Subjects
UNITED States; MARKETING; CONSUMERS; MARKETING planning; MARKETING management; MARKETING research; BUSINESS planning
- Publication
Sport Marketing Quarterly, 2002, Vol 11, Issue 2, p114
- ISSN
1061-6934
- Publication type
Case Study