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IJSTR >> Volume 2- Issue 1, January 2013 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Cause-Related Marketing Practice of Some Selected Firms In Bangladesh And Its Effect On Target Segment

[Full Text]

 

AUTHOR(S)

Md Gaffar Hossain Shah

 

KEYWORDS

Index Terms:- Cause-related marketing (CRM), Community support, Integrity, Loyal employees, Marketing Edge, Market Differentiation, Mutual Benefits, Transparency.

 

ABSTRACT

Abstract:- There has been significant growth and interest in Cause Related Marketing (CRM) over the past few years. An important element of cause related marketing is the level of customer awareness and involvement.Cause Related Marketing is simply marketing with a worthy cause. Together, these powerful alliances (not-for-profit organizations and companies) can successfully work together with unique marketing tools to influence change and create better solutions. CRM is a form of marketing that uses various strategies, tools and traditional advertising methods to change attitudes, perceptions and behaviors as they relate to social issues. Non-profit organizations and companies form alliances to market images, services and products. People have a more favorable view of a company that contributes or sponsors a cause that they think is worthy. For instance, people are more likely to be interested in a company that is contributing to cancer research than one that is contributing to insect research. Cause Related Marketing is an exciting concept where both business and charity (or good causes) can benefit. It also attracts new sources of funds, resources and support. It is an innovative and potentially powerful tool to improve the lives and well-being of individuals, create environments that support social objectives, re-orient social services to be customer-driven, develop social capital, lead to improved public policies, and ultimately, achieve social goals. This research paper focuses the practices of cause related marketing of some of the selected firms and how it affects the consumer in our country as a new policy.

 

REFERENCES

[1] Schiffman, Leon G. and Kanuk, Leslie Lazor. Consumer Behavior, 6th edition, January 2002,

[2] Bovee, Courtland L. and Thill, Jhon V. Marketing, by MacGraw-Hill Inc. 1992.

[3] Kotler, Philip. Marketing Management, Millennium Edition (10th), September 1999.

[4] Malhotra, Naresh K., Marketing Research (An applied Orientation), First Indian Reprint 2001, published by Addison Wesley Longman (Singapore) Pte. Ltd. Indian Branch, Delhi.

[5] H.Pringle and M.Thompson; Brand Soul: How Cause-Related Marketing; Builds Brands (New York: Jhon Wiley & Sons, 1999)