Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

Varadarajan, P. Rajan, Menon, Anil·1988·Journal of Marketing

DOI 10.1177/002224298805200306

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Abstract

Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.

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Authors: Varadarajan, P. R., & Menon, A.
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 1988-07
Volume: 52
Issue: 3
Pages: 58-74
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1177/002224298805200306
OpenAlex: W2066979000
Cited by: 1,886
References: 0
FWCI: 7.88
Type: journal article
Language: en
Open access: closed

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Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

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