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
收藏
页码:111 / 127
页数:17
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