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- Title
The Growth of Cause-Related Marketing: Review Based on Indian Settings.
- Authors
Aggarwal, Vivek; Joshi, Mihir; Singh, Vinod Kumar
- Abstract
Nonprofit marketing, in whatever form it takes, always got an inconsistent amount of attention and interest. So, it was not surprising when American Express in 1984, announced to support the Statue of liberty restoration project by donating a penny every time a card member does the transaction to the project this form of marketing later termed as Cause-related Marketing(CrM) caught the attention of all. Since then, CrM has been getting both academic as well professional attentions. Also as there is increased consumer awareness and possible sensitivity towards the social issues the CrM become an important marketing tool for both nonprofit and profit organizations to improve corporate image, while maximizing sales and profit. The current paper examines the growth of CrM through reviewing the past work done and gives significant insight about CrM practices, its advantages for profit companies, Non-Profit Organizations (NPO), cause and consumers.
- Subjects
NONPROFIT organizations; SOCIAL responsibility of business; SOCIAL marketing; SOCIAL change; CONSUMER activism
- Publication
Amity Management Review, 2016, Vol 5, Issue 2, p104
- ISSN
2230-7230
- Publication type
Article