Volume : IV, Issue : III, March - 2014

Role of Communication Strategies in Cause Marketing Initiatives

Dr. Bijal Mehta, Dr. Monali Chatterjee

Abstract :

In this age of worldwide competition, deteriorating and differentiation, and growing mass media, organizations are reaching beyond the conventional marketing tools to enhance the value of intangible assets. During the past few decades a move from function centric anding to emotion centric and value centric anding is visible. The external communication used by organizations for gaining recognition through these cause–related campaigns can become a relevant strategic marketing tool. This paper studies the Cause Marketing initiatives of three well known organisations of which one is a private firm, another an NGO and the third one an entrepreneurial initiative turned cause marketing company. Through this qualitative research, the role of external communication in  marketing campaigns as a whole and specifically on these three different kinds of organizations is  compared.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Bijal Mehta, Dr. Monali Chatterjee Role of Communication Strategies in Cause Marketing Initiatives Indian Journal of Applied Research, Vol.IV, Issue. III

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