Successful cause-related marketing

Abstract

Purpose

The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign.

Design/methodology/approach

Provides a viewpoint article based on the author's experience and expertise.

Findings

Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with firm’s core business.

Originality/value

Provides a viewpoint article based on the author's experience and expertise.

Citation

Nejati, M. (2014), "Successful cause-related marketing", Strategic Direction, Vol. 30 No. 8, pp. 35-37. https://doi.org/10.1108/SD-11-2013-0091