Cause-Related Marketing as a Win-Win Strategy
Uzročno – povezani marketing kao win-win strategija
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.
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.
References
- Aronson, E.,Wilson, T.D., Akert, R.M., (2007), Socijalna psihologija, 4. izdanje, Mate, Beograd
- Bloom, P.N., Hoeffler, S., Keller, K.L., Meza, C.E.B. (2006), „How Social-Cause Marketing Affects Consumer Perceptions“, MIT Sloan management review, Vol.47, No. 2, pp. 49-55.
- Chang, H.S., Chen, T.Y., Tseng, C.M (2009), „How Cause Related Marketing Influence Customer Value in Banking Industry?“, Contemporary Management Research, Vol.5, No. 4, pp.343-368.
- Drucker, P. (2003), Moj pogled na menadžment, Asee books, Novi Sad
- Farache, F., Perks, K.J., Wanderley, L.S.O., Filho,
- M.S. (2008), „Cause-related marketing: Customers perceptions and benefit for profit end non-profit organisations“, Brasilian Administration Review, Curitiba, Vol.5, No.3, pp.209-221
- Gašović, M. (2009), „Teoriske pretpostavke primene marketinga u neprofitnim organizacijama“, Montenegrin Journal of Economics, Vol.9, No. 5, p.111-115.
- Jordan, R., Quynn, K.L. ( 2001), Invest in Charity, Johan Wiliy &Sons, Inc., Boston
- Kotler, F. (1982), Marketing neprofitnih organizacija; Prentice-Hall, Inc
- Kotler, F, Vong, V., Sonders, Dž., Armstrong, G. (2007), Principi marketinga, 4. evropsko izdanje, Mate, Beograd
- McDonald, H. (2004), „Cause related marketing – can it work for the arts?“, Australian goverment, http://www.australiacouncil.gov.au/research/arts_marketing/fund_development/cause_related_marketing_-_can_it_work_for_the_arts pristupljeno:5.08.2010.
- Meler, M. (2003), Neprofitni marketing, Ekonomski fakultet, Osjek
- Parsons, E., MacLaran, P. (2009), Contemporary Issues in marketing and customer bihaviour; Butterworth Heinneman-Elsevier Science, Department in Oxvord, UK
- Roberts,M.,Ryan, M.M. (2005), „The Influence of Cause-Related Marketing on Purchase Behaviour“, Australian and New Zealand Marketing Academy- VII Conference: Corporate Resposibility, p.87
- Ross, J.K., Patterson, L.T.,Stutts, M.A (1992), „Customer perception of organizations that use couse-related marketing“ Journal of Academy marketing Science, Vol.20, No.1, pp.93-97.
- Sargeant, A., Wymer, W., (2008), Тhe Routledge Companion to Nonprofit Marketing, Routledge, Canada
- Simcic, P. Belliu, A. (2001), „Corporate social responsibility and couse related marketing“, Internacional Journal of Advertising, Vol.20, No.2, pp.207-222.
- Siropolis, N.C. (1995), Menadžment malog preduzeća, 8. izdanje, Mete, Zagreb
- Svensson, G, Wood, G. (2007), „Cause related marketing – commercialism or altruism: Finding the balance?“, Int. J. Electronic Customer Relationship Management, Vol. 1, No.3, pp. 231-241.
- Verghese, A.K. (2006), „Partnerships and Cause Related Marketing: Building brands for the future“, ICFAI Journal of Brand Management, Vol.3, No.1, pp. 30-42. http://www.unicef.org/media/media_55913.html, pristupljeno: 20.08.2010.
