Historic evolution of cause-related marketing programmes. Does a "perfect" CRM programme exist?

• Autores: Carolina Sorribas Morales
• Localización: Revista internacional de marketing público y no lucrativo = International review on public and non profit marketing, ISSN 1812-0970, Vol. 4, Nº. 1-2, 2007, págs. 149-158
• Idioma: inglés
• Títulos paralelos:
  • Evolución histórica de los programas de márketing con causa. ¿Existe el programa "perfecto" de CRM?
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• Resumen

  • Although there is a number of books and research papers on Cause Related Marketing (CRM) programmes and experiences, the real fact is that there are just a few in-depth analysis of the historie evolution of the CRM concept itself.

    This paper analyzes some of most representative contributions to the research field of Cause Related Marketing made by recognized authors at Spanish and international level, in order to highlight the concept of CRM or clarify what CRM means.

    Additionally, examples of different types and formats of successful CRM programmes and campaigns are shown, aiming to find out the determining factors under a "perfect" or "ideal" CRM programme.