TY  - JOUR
AB  - Purpose– The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach– Provides a viewpoint article based on the author's experience and expertise. Findings– Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with firm’s core business. Originality/value– Provides a viewpoint article based on the author's experience and expertise.
VL  - 30
IS  - 8
SN  - 0258-0543
DO  - 10.1108/SD-11-2013-0091
UR  - https://doi.org/10.1108/SD-11-2013-0091
AU  - Nejati Mehran
PY  - 2014
Y1  - 2014/01/01
TI  - Successful cause-related marketing
T2  - Strategic Direction
PB  - Emerald Group Publishing Limited
SP  - 35
EP  - 37
Y2  - 2024/04/23
ER  -