CAUSE RELATED MARKETING AS A STRATEGY FOR COOPERATION BETWEEN BUSINESS AND NON-PROFIT ORGANIZATIONS
Pages: 216-222 Published: 21 Aug 2015
Views: 2,025 Downloads: 596
Abstract: In order to obtain a competitive advantage companies introduce to their business different instruments that will help them in gaining and maintaining new clients.One such tool is cause related marketing. It assumes a collaborative partnership between the commercial organization whose aim is to solve social problems.The funds allocated for this purpose shall be generated mostly through donations stimulated by the purchase of the product or service. Through such activities the company may gain new customers and non-profit organizations obtain funds for the implementation of statutory activities. The aim of this article is to introduce the concept of cause related marketing and programs conducted in Poland.
Keywords: cause related marketing, non-profit organization, corporate social responsibility, social objectives