Uzročno – povezani marketing kao win-win strategija
Cause-Related Marketing as a Win-Win Strategy
Apstrakt
Subjekti na tržištu sve češće teže sinergetskom efektu koji se javlja kao posledica dobro sklopljenih partnerstava. Uzročno-povezani marketing zasniva se na direktnom partnerstvu između preduzeća i neprofitne organizacije i indirektnom partnerstvu između preduzeća i kupca, u cilju podrške nekog društvenog razloga, i kao takav predstavlja predmet ove analize. Uzročno-povezani marketing spada u marketing sa društvenim ciljem odnosno, predstavlja adaptaciju komercijalnog marketinga za programe uticaja na dobrovoljno ponašanje kupaca, koji će time unaprediti blagostanje društva. Cilj ove analize je da se prikaže uzročno-povezani marketing kao win-win situacija za sve učesnike razmene i društvo u celini. Rad će ukazati na koristi koje se ostvaruju putem uzrok-povezane marketing kampanje.
Abstract
Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Cause-related marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that influence the voluntary behavior of customers, which will enhance well-being of society. The aim of this analysis is to present cause-related marketing as a win-win situation for all participants in the exchange and in the community. The outcome of the analysis are benefits realized by means of ListeRead phonetically cause-related marketing campaigns.
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