The Key Elements of the Offer of Cause Related Marketing Cover Image

Kluczowe elementy oferty marketingu społecznie zaangażowanego
The Key Elements of the Offer of Cause Related Marketing

Author(s): Grzegorz Zasuwa
Subject(s): Economy
Published by: Towarzystwo Naukowe KUL & Katolicki Uniwersytet Lubelski Jana Pawła II
Keywords: cause related marketing; consumer behavior

Summary/Abstract: The article is concerned with the key elements of the offer of cause related marketing. At the beginning of the study the main questions connected with the conception are presented, and next a detailed description of the key elements of the CRM is given, taking into consideration their effect on consumer behavior. Our deliberations have shown that programs of cause related marketing are more effective when they are concerned with hedonistic products that have low prices, and when the support given as part of it has small unit value. Also the significance of the social problem for consumers, the amount of support offered and the reputation of the firm influence effectiveness of the actions.

  • Issue Year: 2012
  • Issue No: 40
  • Page Range: 261-272
  • Page Count: 12
  • Language: Polish