Success factors in cause-related marketing projects
DOI:
https://doi.org/10.5700/rege417Keywords:
CRM, Determinants of Success, Social Responsibility, Companies Socially RewardedAbstract
Corporate social responsibility attempts to align organizational and social objectives. Alignment can be achieved by application of cause-related marketing (CRM) methods. Therefore this article seeks to identify main determinants of success in CRM campaigns. This research was qualitative for an in depth study of three Brazilian companies. Results show that widespread communication, use of marketing mix, synergy between the cause and company business and long term action as well as a strong reputation for social responsibility are mainstays for success in CRM objectivesDownloads
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Published
2011-03-01
Issue
Section
Marketing
How to Cite
Success factors in cause-related marketing projects . (2011). REGE Revista De Gestão, 18(1), 111-127. https://doi.org/10.5700/rege417