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Journal Article

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
DOI: 10.2307/1251450
Stable URL: http://www.jstor.org/stable/1251450
Page Count: 17
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy
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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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