SUCCESS FACTORS IN CAUSE-RELATED MARKETING PROJECTS

被引：2

作者：

Pereira, Maise Soares ^{[1
]}

de Oliveira Cabral, Jose Ednilson ^{[2
]}

机构：

[1] Grp Enfoque Pesquisa Mkt, Fortaleza, Ceara, Brazil

[2] Univ Fortaleza, Fortaleza, Ceara, Brazil

来源：

REGE-REVISTA DE GESTAO | 2011年 / 18卷 / 01期

关键词：

CRM; Determinants of Success; Social Responsibility; Companies Socially Rewarded;

D O I：

10.5700/rege417

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

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 objectives.

引用

页码：111 / 127

页数：17

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