Assistant Professor, Department of Commerce, Delhi School of Economics, University of Delhi, India.
Online published on 11 October, 2017.
This article looks at the subject of cause related marketing and how consumers feel about firms that use CRM and charitable organizations that benefit from CRM. In this research paper we have tried to study the different aspects of cause related marketing with respect to consumer perspective and attitude. In other words it can also be referred to as the “Effectiveness of Cause Related Marketing”. The study has been conducted with the help of exploratory research and Extant review of literature forms the basis of the findings of the project.
Various journals and papers have been read for a deeper academic understanding of the concept. The relation between CRM activity and sales and corporate reputation has been looked at in this project.
Cause Related Marketing, Corporate Social Responsibility, Promotion Tool Philanthropic Marketing
