Cause Related Marketing in India: A Conceptual Paradigm
For many years, community development goals were philanthropic activities that were seen as separate from business objectives, not fundamental to them. ‘Doing well’ and ‘Doing good’ were seen as separate pursuits. That is changing. As the Business organizations are a part of the society, the company’s accountability and responsibility are not only towards their shareholders but now it is said that as these organizations take input from the society, they should also give something in return to the society. Now a days companies are finding new ways to discharge their corporate social responsibility and cause-related marketing (CRM) is one of them. Cause related marketing is a communication tool for increasing customer loyalty and building reputation. Today, the emergence of cause marketing programs has heralded a dramatic shift in nonprofit-for-profit relationships. It has established the concept that community development and support could be positioned at the intersection of business objectives (sales/profits) and societal needs. Supporting a specific cause and being public about this support gives companies identifiable personalities, demonstrates what they stand for and helps them connect with customers, suppliers, investors, employees and the community. Cause marketing programs allow the consumers to overtly and publicly express their belief in and support for the causes that are most important to them.
Year of publication: |
2010
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Authors: | Agarwal P.K. ; Tyagi A.K. |
Published in: |
Advances In Management. - Advances in Management. - 2010, December
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Publisher: |
Advances in Management |
Saved in:
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