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nach der Bestellung gedruckt Neuware - Printed after ordering - Diploma Thesis from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Anglia Ruskin University (unbekannt), language: English, abstract: Inhaltsangabe:Abstract:Cause-related marketing (CRM) has become a widely discussed topic as well as an increasingly important marketing technique. In this paper, the subject is analysed not from the usual perspective of companies, but from the charities point of view, focusing on the example of British cancer charities. The study shows that cause-related marketing has developed in context of a changing business environment and growing customer demand. Its relevance is highlighted with regard to consumer behaviour theories, introducing CRM as an innovative and promising marketing tool. From the fierce competition in today s market-place for charities and the changing attitude of donors, emerges the need for new charity marketing techniques. CRM is already widely used in the marketing of cancer-related organisations, as show various examples outlined in the text. However, the potential is not yet fully exploited and some substantial problems remain, especially in terms of company cooperation and missing empirical data. As a result of the investigation, cancer charities are recommended to extend their CRM activities, to prepare for the arising tasks internally and to communicate their programmes openly to the public. Additionally, extensive future research is suggested to gain more knowledge about the effects of cause-related marketing. This study comprises comprehensive material from secondary sources, such as books, articles and reports, along with extensive Internet research. Complementary, an in-depth interview provides insight into the work of Cancer Research UK. The findings of this paper are of special interest for charities and companies alike, as well as for marketing students and lecturers.Inhaltsverzeichnis:Table of Contents:1.Introduction51.1Scope and Objectives of the Paper51.2Structure of the Study62.Methodology72.1Secondary Research72.2Primary Research82.3Case Study Approach8PART I - CAUSE-RELATED MARKETING AS A MARKETING TOOL93.Background and Implications of Cause-related Marketing103.1The Rise of Corporate Social Responsibility103.2The History and Development of Cause-related Marketing123.3The Definition of Cause-related Marketing133.4Different Types of CRM Activities143.4.1Product Endorsement143.4.2Non-sales Orientated CRM143.4.3CRM Advertising and Sponsorship143.4.4CRM Community Partnerships144.Cause-related Marketing and Consumer Behaviour154.1Maslow s Hierarchy of Needs and the Evolution of Branding154.2Motivations and Barriers to Charitable Giving164.3Charitable Giving and Cognitive Dissonance174.4The Relevance of Cause-related Marketing185.Conclusion Part I20PART II - UK CANCER CHARITIES AND CHARITY MARKETING216.Cancer Charities in Britain A General Overview226.1The Concept of Charity226.2Cancer Charities in Context236.3Cancer Research UK247.Charity Marketing257.1Objectives and Issues in Charity Marketing257.2The Charity Marketing Mix267.2.1An Overview267.2.2Promotional Tools277.3The Increasing Competition in Charity Marketing287.3.1Reasons for Increasing Competition in Charity Marketing287.3.2Areas of Competition287.4Developments in Charity Marketing307.4.1More Sophisticated Marketing307.4.2Changes in Marketing and Fundraising Techniques318.Conclusion Part II33PART III - THE APPLICATION OF CAUSE-RELATED MARKETING349.Benefits and Problems for Charities359.1Benefits359.1.1Increase in Charity Funds359.1.2Publicity and Awareness359.1.
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