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Cause marketing a new direction in the marketing of corporate responsibility

Cause marketing a new direction in the marketing of corporate responsibility Reports on recent marketing strategies that simultaneouslydemonstrate a sense of social responsibility and satisfies shareholdersdemands for increased profits and market share, also known as causemarketing. Discusses the implementation of cause marketing through threeforms of corporate sponsorship and examines consumer motivations andcause marketing strategies. Presents a study on consumer attitudestowards altruism and cause marketing segmentation with coupons. Providesmanagerial implications and recommendations for implementing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Cause marketing a new direction in the marketing of corporate responsibility

Journal of Consumer Marketing , Volume 8 (3): 17 – Mar 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769110035054
Publisher site
See Article on Publisher Site

Abstract

Reports on recent marketing strategies that simultaneouslydemonstrate a sense of social responsibility and satisfies shareholdersdemands for increased profits and market share, also known as causemarketing. Discusses the implementation of cause marketing through threeforms of corporate sponsorship and examines consumer motivations andcause marketing strategies. Presents a study on consumer attitudestowards altruism and cause marketing segmentation with coupons. Providesmanagerial implications and recommendations for implementing strategies.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Mar 1, 1991

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