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Cause-Related Marketing

Author

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  • Kienzle, Stephanie
  • Rennhak, Carsten

Abstract

Um erfolgreich im Wettbewerbsfeld zu bestehen, wurde bereits vor mehr als 25 Jahren in den USA Cause-Related Marketing erstmals eingesetzt. Cause-Related Marketing soll die ökonomischen Ziele und die gesellschaftliche Verantwortung eines Unternehmens miteinander verbinden. Gleichzeitig ist dieses Marketing-Instrument ein ebenso wichtiger Bestandteil für das Fundraising von Non-Profit Organisationen. Umso erstaunlicher ist es, dass im Vergleich zu den USA Cause-Related Marketing in Deutschland noch in den Kinderschuhen steckt. Erst seit dem Start des Regenwaldprojekts von Krombacher im Jahr 2002, richtet sich die Aufmerksamkeit deutscher Unternehmen auf dieses Marketing-Instrument. In der Zwischenzeit kann man aber in Deutschland eine steigende Verwendung von Cause-Related Marketing erkennen.

Suggested Citation

  • Kienzle, Stephanie & Rennhak, Carsten, 2011. "Cause-Related Marketing," Reutlingen Working Papers on Marketing & Management 2009-04, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:200904
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    References listed on IDEAS

    as
    1. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
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