Cause-related marketing as a win-win strategy

Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Cause related marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that influence the voluntary behavior of customers, which will enhance well-being of society. The aim of this analysis is to present cause-related marketing as a win-win situation for all participants in the exchange and in the community. The outcome of the analysis are benefits realized by means of Liste Read phonetically cause-related marketing campaigns. .

• 저널Marketing Science · 41(2) · 97–104
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• 저자Saša Raletić, Predrag Radojević, Svetlana Mihić