Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

Keywords

Marketing, Business, Marketing management, Return on marketing investment, Marketing effectiveness

References

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• Doing good, doing better: Two views of social responsibilityMargaret A Stroup, Ralph L Neubert, Jerry W. Anderson — 1987
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• Framework for Analyzing Marketing EthicsGene R. Laczniak — 1983
• Corporate Philanthropy: A Strategic Approach to the Bottom-LineTimothy S. Mescon, Donn James Tilson — 1987
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• Corporate social responsibility: an assessment of the enlightened self-interest model.Gerald D. Keim — 1977
• Marketing Ethics: Guidelines for ManagersJ. Howard Westing, Gene R. Laczniak, Patrick E. Murphy — 1985
• Organizational Effectiveness: A Comparison of Multiple ModelsBarry Bozeman, Kim S. Cameron, David A. Whetten — 1984
• Marketing Decision Making: A Model-building ApproachAdel I. El‐Ansary, Philip Kotler — 1971
• The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in MarketingValarie A. Zeithaml, P. Rajan Varadarajan, Carl P. Zeithaml — 1988
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• Marketing Models and Econometric ResearchRobert Fildes — 1977

Cited by

• Causa Maior – um modelo a seguir? Marketing e responsabilidade socialSara Garrido, Eva Lúcia Cardoso, A. Gomes Correia — 2010
• Strategic decision-making of Chinese managers on corporate social responsibility issues: A policy-capturing studyShuo Wang — 2011
• Using cause-related events to fulfil the strategic objectives of social partnerships : a thesis presented in partial fulfilment of the requirements for the degree of Master of Business Studies in Marketing at Massey University, Albany, New ZealandAmy Lyes — 2014
• "Cause-Related Marketing, Win-Win-Win?" : A Qualitative Study of the Pink Ribbon in Swedish Partner Companies´ CRM CampaignCaroline Stark, Jonas Berggren — 2010
• Ethics in marketing - Indian spiritualityR. Rakesh — 2012
• Using the right CSR communication strategy:The impact on consumer attitude and behaviorKorinna Schiefelbein — 2012
• Understanding the Influence of Culture on Cause-Related Marketing PracticesJiawen Zhu — 2014
• LA ATRIBUCIÓN DE MOTIVACIONES Y LA IDENTIFICACIÓN EMPRESA-CONSUMIDOR EN EL MARKETING CON CAUSAJosé Enrique Bigné Alcañiz, Rafael Currás Pérez — 2008
• Corporate social responsibility communication: firm strategies and consumer responsesTodd Douglas Green — 2012
• Social Alliance for Fundraising: How Spanish Nonprofits Are Hedging the RisksCarmen Valor — 2003
• La Promoción con Causas: Ética y Responsabilidades ComunicativasJosé Sixto García, María Salgueiro Santiso — 2010
• Historic evolution of cause-related marketing programmes. Does a “perfect” CRM programme exist?Carolina Sorribas — 2007
• Deception in environmental advertising: consumers’ reactions to greenwashingStaci Ann Stokes — 2009
• A Critical Case Study of Cause-Related MarketingAngela M. Eikenberry — 2013
• Benefits, Corporate Motives, and Communication Patterns in Strategic Philanthropic Relationships as Perceived by Nonprofit PartnersGregory Grant Rumsey — 2006
• Measuring and Leveraging the Contribution of Sport to Business and Society.Seung Pil Lee — 2012
• Budowanie przewagi konkurencyjnej firmy na rynku poprzez marketing społecznie zaangażowanyAneta Dmosińska — 2011
• Attitudinal Difference toward Cause-related Marketing: The Role of Product InvolvementNa Zhou — 2009
• Cause related marketing. How for-profit and not-for-profit brand managers can work together for the benefit of stakeholders.David J. Bishop — 2013
• ANALYSIS OF CAUSE RELATED MARKETING APPLICATION ON DOVE SISTERHOOD PROGRAM TOWARD BRAND LOYALTY OF DOVE HAIRTHERAPY IN SEMARANGAditya Firmansyah, I Made Bayu Dirgantara — 2010

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