CAUSE RELATED MARKETING AS ONE OF THE SUSTAINABLE MARKETING’S DIMENSIONS – THE ESSENCE AND PRACTICAL EXAMPLES
Journal Title: Polish Journal of Management Studies - Year 2013, Vol 2013, Issue 7
Abstract
Traditional marketing based on activities whose objective was to maximize the company's profit in the market through offering products or services. And in the seventies of the last century new concepts such as sustainable marketing and social marketing have appeared. However, did creation of a sustainable marketing and marketing socially engaged has been dictated by the actual changes like consumer attitudes and realities of the modern world, or perhaps both of these ideas were a response to the so-called. "Aging product" which is the traditional marketing? This article tries to answer this theory. Based on the conducted literature research, it should be possible to precisely define the concept of sustainable marketing and Cause Related Marketing with respect to traditional marketing.<br/><br/>
Authors and Affiliations
Paula Bajdor, Stanisław Brzeziński
Keywords
Related Articles
- EP ID EP518923
- DOI -
- Views 50
- Downloads 0
ENTREPRENEURSHIP AS A CAREER CHOICE. THE EMPIRICAL PERSPECTIVE
The importance of entrepreneurial career is incontrovertible. Its relevance arises from a wide spectrum of reasons. The most important one is entrepreneurship itself and its vital role in every economy. the aim of this p...
EMPLOYEE’S DEVELOPMENT AS A FACTOR OF COMPANY’S SUCCESS AT DYNAMIC MARKET
Changes in the modern enterprise are necessary. This follows directly from market volatility. The effectiveness of the organization is determined by the efficiency of its employees. Therefore, the improvement of the comp...
USE OF ENTERPRISE GROWTH THEORY IN MANAGEMENT OF SMALL AND MEDIUM SIZED ENTERPRISES
Article presents a proposition of using quantified model defining a level of enterprise growth according to L. E. Greiner’s Enterprise Growth Stages Theory as an attempt of practical use of mentioned theory in Management...
Competitive Advantages through IT-Enabled Supply Chain Management (SCM) Context
The primary aim of this study is to investigate the effect of IT-enabled supply chain on the operational and strategic benefits, which eventually ensures firms competitive advantages. A conceptual model was developed bas...
The Scope of e-HRM and its Effectiveness
Purpose - The motive of this study is to discover the scope and potency of electronic Human Resource Management in the organizations. As per the digitization of our current corporate culture, we have come across e-HRM fo...