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Cause Related Marketing As A Strategy For Cooperation Between Business And Non-Profit Organizations

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  • Anita Tkocz

Abstract

In order to obtain a competitive advantage companies introduce to their business different instruments that will help them in gaining and maintaining new clients.One such tool is cause related marketing. It assumes a collaborative partnership between the commercial organization whose aim is to solve social problems.The funds allocated for this purpose shall be generated mostly through donations stimulated by the purchase of the product or service. Through such activities the company may gain new customers and non-profit organizations obtain funds for the implementation of statutory activities. The aim of this article is to introduce the concept of cause related marketing and programs conducted in Poland.

Suggested Citation

  • Anita Tkocz, 2015. "Cause Related Marketing As A Strategy For Cooperation Between Business And Non-Profit Organizations," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 9(1), pages 216-222.
    • Handle: RePEc:isp:journl:v:9:y:2015:i:1:p:216-222
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    References listed on IDEAS

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    1. Jae-Eun Kim & Kim Johnson, 2013. "The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination," Journal of Business Ethics, Springer, vol. 112(1), pages 79-90, January.
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    More about this item

    Keywords

    cause related marketing; non-profit organization; corporate social responsibility; social objectives;
    All these keywords.

    JEL classification:

    • A - General Economics and Teaching

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