CAUSE RELATED MARKETING AS A STRATEGY FOR COOPERATION BETWEEN BUSINESS AND NON-PROFIT ORGANIZATIONS
Anita Tkocz
Strony: 216-222 Opublikowano: 21 Aug 2015
Wyświetlenia: 3,329 Pobrania: 682
Streszczenie: 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.
Słowa kluczowe: cause related marketing, non-profit organization, corporate social responsibility, social objectives
Cytowanie artykułu: Anita Tkocz. CAUSE RELATED MARKETING AS A STRATEGY FOR COOPERATION BETWEEN BUSINESS AND NON-PROFIT ORGANIZATIONS. Journal of International Scientific Publications: Economy & Business 9, 216-222 (2015). https://www.scientific-publications.net/en/article/1000861/
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