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An integrated model of cause-related marketing strategy development

An integrated model of cause-related marketing strategy development
An integrated model of cause-related marketing strategy development
Researchers in the fields of marketing and corporate social responsibility have suggested that cause-related marketing (CRM) can provide firms with opportunities for managing their community relationships and for enhancing their marketing, financial, social, and environmental performance. In this article, we offer a conceptual framework that helps to broaden the understanding of how firms develop CRM strategy. We identify three key CRM strategy development components: motivational factors, strategy design, and campaign tactics. The conceptual framework is constructed based on these three components to explore how the key CRM drivers influence the CRM implementation plan, which subsequently leads to the development of different campaign styles. We also propose that firms’ emphasis on value delivery systems in the process of CRM strategy development plays an important role in influencing the direction in which they wish to assemble their CRM campaign.
1869-814X
78-95
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Ko, Wai Wai
b6862b69-bb89-4c9b-adee-847727150b31
Liu, Gordon
007f9930-f197-4b10-88a6-f20102249711
Ko, Wai Wai
b6862b69-bb89-4c9b-adee-847727150b31

Liu, Gordon and Ko, Wai Wai (2014) An integrated model of cause-related marketing strategy development. AMS Review, 4 (3-4), 78-95. (doi:10.1007/s13162-014-0061-5).

Record type: Article

Abstract

Researchers in the fields of marketing and corporate social responsibility have suggested that cause-related marketing (CRM) can provide firms with opportunities for managing their community relationships and for enhancing their marketing, financial, social, and environmental performance. In this article, we offer a conceptual framework that helps to broaden the understanding of how firms develop CRM strategy. We identify three key CRM strategy development components: motivational factors, strategy design, and campaign tactics. The conceptual framework is constructed based on these three components to explore how the key CRM drivers influence the CRM implementation plan, which subsequently leads to the development of different campaign styles. We also propose that firms’ emphasis on value delivery systems in the process of CRM strategy development plays an important role in influencing the direction in which they wish to assemble their CRM campaign.

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Published date: 2014
Organisations: Southampton Business School

Identifiers

Local EPrints ID: 370497
URI: http://eprints.soton.ac.uk/id/eprint/370497
ISSN: 1869-814X
PURE UUID: 9f112b2d-ef91-4719-8844-999521ea9cf1
ORCID for Wai Wai Ko: ORCID iD orcid.org/0000-0002-6637-6591

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Date deposited: 29 Oct 2014 13:54
Last modified: 14 Mar 2024 18:17

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Contributors

Author: Gordon Liu
Author: Wai Wai Ko ORCID iD

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