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Cause-Related Marketing

Listed author(s):
  • Kienzle, Stephanie
  • Rennhak, Carsten
Registered author(s):

    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.

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    Paper provided by Reutlingen University, ESB Business School in its series Reutlingen Working Papers on Marketing & Management with number 2009-04.

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    Date of creation: 2011
    Handle: RePEc:zbw:esbwmm:200904
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