Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

  title={Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy},
  author={P. Rajan Varadarajan and Anil Menon},
  journal={Journal of Marketing},
  pages={58 - 74}
Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool. 

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