Kluczowe elementy oferty marketingu społecznie zaangażowanego

• Autorzy: Grzegorz Zasuwa

Warianty tytułu

EN

The Key Elements of the Offer of Cause Related Marketing

• Języki publikacji: PL

Abstrakty

EN

The article is concerned with the key elements of the offer of cause related marketing. At the beginning of the study the main questions connected with the conception are presented, and next a detailed description of the key elements of the CRM is given, taking into consideration their effect on consumer behavior. Our deliberations have shown that programs of cause related marketing are more effective when they are concerned with hedonistic products that have low prices, and when the support given as part of it has small unit value. Also the significance of the social problem for consumers, the amount of support offered and the reputation of the firm influence effectiveness of the actions.

Słowa kluczowe

PL

marketing społecznie zaangażowany; zachowania konsumentów

EN

cause related marketing; consumer behavior

• Wydawca: Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
• Czasopismo: Roczniki Ekonomii i Zarządzania
• Rocznik: 2012
• Tom: 4(40)
• Strony: 261-272

Twórcy

autor

Grzegorz Zasuwa

• Katedra Strategii Ekonomicznych i Marketingu w Instytucie Ekonomii i Zarządzania KUL,

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