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Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy
P. Rajan Varadarajan and Anil Menon
Journal of Marketing
Vol. 52, No. 3 (Jul., 1988), pp. 58-74
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251450
Page Count: 17
You can always find the topics here!Topics: Marketing, Brands, Philanthropy, Business structures, Sales promotions, Consumer goods industries, Corporations, Product lines, Charity, Nonprofit organizations
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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.
Journal of Marketing © 1988 American Marketing Association