POSTOJE SPOTREBITEĽOV K AKTIVITÁM DOBROČINNÉHO MARKETINGU NA SLOVENSKU
CONSUMER ATTITUDES TO CAUSE RELATED MARKETING IN SLOVAKIA
Author(s): Zdenka MusováSubject(s): Social Sciences, Economy, Marketing / Advertising
Published by: Univerzita J. Selyeho, Fakulta ekonómie a informatiky
Keywords: corporate social responsibility; socially responsible marketing; cause related marketing; consumer attitudes; consumer's segments;
Summary/Abstract: Innovative marketing approach of responsible companies is "cause related marketing", which is used in developed countries as an important tool of product sales promotion. It is a commercial activity, mutually beneficial partnerships between businesses and non-profit organizations, resulting in the promotion of "things" respectively contribution to the solution of societal problems. The aim of this paper is to present the results of exploratory survey, in which we focused on examining the consumer attitudes to activities of cause related marketing in Slovakia. Based on the review of theoretical background and our sub-survey we present the basic requirements for the effective customer segmentation and implementation of the cause related marketing in the practice.
Journal: Acta Oeconomica Universitatis Selye
- Issue Year: 4/2015
- Issue No: 1
- Page Range: 93-105
- Page Count: 13
- Language: Slovak