CAUSE RELATED MARKETING AS ONE OF THE SUSTAINABLE MARKETING’S DIMENSIONS – THE ESSENCE AND PRACTICAL EXAMPLES
Polish Journal of Management Studies, 2013, vol. 7, issue 1, 89-100
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
Keywords: marketing; sustainable marketing; cause related marketing; corporate social responsibility (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
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