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

1988 ◽  
Vol 52 (3) ◽  
pp. 58 ◽  
Author(s):  
P. Rajan Varadarajan ◽  
Anil Menon
Keyword(s):  
Marketing Strategy ◽  
Corporate Philanthropy ◽  
Cause Related Marketing

scholarly journals IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY PT KAI DAOP 8 SURABAYA DALAM PROGRAM RAIL CLINIC

2020 ◽  
Vol 3 (2) ◽  
pp. 194-209
Author(s):  
Sulistyo Rahayu Ningrum ◽  
Fitria Widiyani Roosinda
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Marketing ◽  
Corporate Philanthropy ◽  
Cause Related Marketing ◽  
Corporate Social Marketing ◽  
Corporate Social ◽  
Clinic Program

PT Kereta Api Indonesia (Persero) Daop 8 Surabaya melaksanakan tanggung jawab sosial terhadap lingkungan sekitarnya dalam bentuk Program Rail Clinic. Program ini merupakan implementasi corporate social responsibility perusahaan untuk  mensejahterakan masyarakatnya. Program yang didedikasikan untuk masyarakat ini dalam bentuk layanan kereta kesehatan, memberikan bantuan kepada masyarakat di araea rel kereta yang jauh dari akses kesehatan. Penelitian menggunakan  pendekatan kualitatif. Hasil penelitian mengungkapkan Program Rail Clinic dalam CSR PT KAI Daop 8 Surabaya menghasilkan beberapa aktivitas utama yang dijalankan yakni cause promotion, cause related marketing, corporate social marketing, corporate philanthropy, community valunteering dan socialy responsible bussines practice. Aktivitas Program Rail Clinic berhasil membantu masyarakat dari aspek pelayanan kesehatan Kata Kunci: Rail Clinic,CSR, PT KAI Daop 8 Surabaya

The Relationships between Cultural Institutions and Companies

2014 ◽  
pp. 126-150 ◽  
Author(s):  
Alfonso Siano ◽  
Mario Siglioccolo ◽  
Carmela Tuccillo ◽  
Francesca Conte
Keyword(s):  
Case Studies ◽  
Corporate Philanthropy ◽  
Financial Resources ◽  
Cultural Institutions ◽  
Managerial Skills ◽  
Volunteer Program ◽  
Cause Related Marketing ◽  
Joint Consideration ◽  
Cultural Sector ◽  
Over Time

This chapter investigates the possible relationships between cultural institutions (museums, theatres, libraries etc.) and companies, which have been increasingly occurring in the last years. While cultural institutions have been progressively needing to acquire financial resources and managerial skills to survive and valorise their activities, at the same time companies are trying new ways to differentiate their image, by means of associating it with the cultural sector. The adoption of a descriptive-normative approach enables the identification of many kinds of collaboration (patronage and corporate philanthropy, volunteer program and payroll giving, cause related marketing, cultural sponsorship, co-branding, licensing and merchandising, electronic relationships, and finally, partnership), distinguished according to the intensity and duration over time. For each relationship, mutual benefits and disadvantages are described in detail, even with the support of real case studies. This joint consideration of the various possible relationships aims to provide an overall view of the issue considered, which differentiates this contribution from the literature so far produced.

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

1988 ◽  
Vol 52 (3) ◽  
pp. 58-74 ◽  
Author(s):  
P. Rajan Varadarajan ◽  
Anil Menon
Keyword(s):  
Public Relations ◽  
Nonprofit Organizations ◽  
Corporate Philanthropy ◽  
Fund Raising ◽  
For Profit ◽  
Cause Related Marketing ◽  
Not For Profit ◽  
Marketing Tool ◽  
Corporate Social ◽  
Effective Use

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.

scholarly journals Cause-Related Marketing: Do Managers Understand and Use This Tool?

2020 ◽  
Vol 15 (4) ◽  
pp. 587-604
Author(s):  
Mafalda M. Miranda ◽  
Susana Costa e Silva ◽  
Paulo Duarte ◽  
Daniel Glaser-Segura
Keyword(s):  
Marketing Strategy ◽  
Socially Responsible ◽  
Utaut Model ◽  
Cause Related Marketing ◽  
Social Nature ◽  
The Social ◽  
Competitive Factor ◽  
Depth Interviews

AbstractDesign - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.

scholarly journals CORPORATE PHILANTHROPY THROUGH CAUSE RELATED MARKETING

2015 ◽  
Vol 1 (3) ◽  
pp. 251-261
Author(s):  
Shail Chanana ◽  
Pushpinder Singh Gill
Keyword(s):  
Corporate Philanthropy ◽  
Cause Related Marketing
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