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Cause Related Marketing As One Of The Sustainable Marketing’S Dimensions – The Essence And Practical Examples

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  • Paula Bajdor

    (Czestochowa University of Technology, Faculty of Management)

Abstract

Traditional marketing based on activities whose objective was to maximize the company's profit in the market through offering products or services. And in the seventies of the last century new concepts such as sustainable marketing and social marketing have appeared. However, did creation of a sustainable marketing and marketing socially engaged has been dictated by the actual changes like consumer attitudes and realities of the modern world, or perhaps both of these ideas were a response to the so-called. "Aging product" which is the traditional marketing? This article tries to answer this theory. Based on the conducted literature research, it should be possible to precisely define the concept of sustainable marketing and Cause Related Marketing with respect to traditional marketing

Suggested Citation

  • Paula Bajdor, 2013. "Cause Related Marketing As One Of The Sustainable Marketing’S Dimensions – The Essence And Practical Examples," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 7(1), pages 89-100, June.
    • Handle: RePEc:pcz:journl:v:7:y:2013:i:1:p:89-100
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    References listed on IDEAS

    as
    1. Wymer, Walter, 2010. "Rethinking the boundaries of social marketing: Activism or advertising?," Journal of Business Research, Elsevier, vol. 63(2), pages 99-103, February.
    2. Ioan Constantin Dima & Mariana Man & Sebastian Kot, 2010. "Use Of Abraham Maslow’S Motivation Theory For Setting Consumers’ Satisfaction-Non-Satisfaction," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 2(1), pages 132-138, December.
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    Cited by:

    1. Ewa Ziemba & Monika Eisenbardt, 2015. "Examining Prosumers’ Participation In Business Processes," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 219-229, DEcember.
    2. Beata Zatwarnicka-Madura & Dusan Malindzak, 2015. "The Position Of Marketing Within A Macro-Logistic Model Of The Company," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 209-218, DEcember.
    3. Tamas Koplyay & Doug Lloyd & Abdelkader Jazouli & Brian Mitchel, 2015. "The Strategic Marketing Function In Dynamic Markets," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 59-76, DEcember.

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    More about this item

    Keywords

    marketing; sustainable marketing; cause related marketing; corporate social responsibility;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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