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Cause Related Marketing A Conceptual Paradigm

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dc.contributor.author Rajeswari, S.P
dc.date.accessioned 2015-04-28T10:51:24Z
dc.date.available 2015-04-28T10:51:24Z
dc.date.issued 2007-04-10
dc.identifier.uri http://hdl.handle.net/2259/589
dc.description.abstract By the 1980s many of the companies across the world had realized a new Concept- Cause Related Marketing (CRM) as a marketing strategy. Cause Related Marketing is defined as “(A) strategic positioning and marketing tool that links a company or a brand to a relevant social cause or issue, for mutual benefit”. American Express first coined the phrase “Cause Related Marketing” in the 1980s while raising money for the restoration of the Statue of Liberty in New York City. The CRM trend rapidly caught on with corporates in India during the 1990s. CRM became the vehicle by which companies indirectly propagandized their brands and it has provided companies with a new tool to compete in the market. The Principle goal of a Cause Related Marketing program has been to impact a company’s bottom line through increased Sales. Some of its potential benefits include: Attracting and Retaining Customers, Market Differentiation, out reach to Niche Markets. This Article Explores the evolutionary Paradigm... en_US
dc.language.iso en en_US
dc.publisher Indian Institute of Management Kozhikode en_US
dc.subject Cause Related Marketing en_US
dc.subject American Express en_US
dc.subject Tata Salt en_US
dc.subject Arvinda Eye Care en_US
dc.title Cause Related Marketing A Conceptual Paradigm en_US
dc.type Other en_US

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