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Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System

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  • Vastola, Antonella P.

Abstract

Today's consumers demand products and services not only with proven intrinsic quality features but also endowed with non-material attributes such as respect for the environmental and ethical values. These concerns are central to recent marketing developments. Cause related marketing (CRM) is a good example of the new entrepreneurial strategies able to achieve on the one hand utilitarian aims and on the other hand to contribute to a social cause through different forms of company donation. From the analysis it emerges that in Italian agri-food system three types of agents are applying CRM: companies producing widely consumed brands, with high sales volume; small companies producing high quality goods but with brands known within a limited market area; mass distribution companies. The use and aims of CRM strategies are different for each of the actors.

Suggested Citation

  • Vastola, Antonella P., 2006. "Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System," 99th Seminar, February 8-10, 2006, Bonn, Germany 7750, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae99:7750
    DOI: 10.22004/ag.econ.7750
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    References listed on IDEAS

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    1. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
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