EAN: 9783954891948

CAUSE-RELATED MARKETING THE INFLUENCE OF THE FI...

The combination of efforts of Profit-Organizations and Non-Profit-Organizations to benefit from
a collaboration has gained increased attention throughout the last couple of years. Events such
as the BP oil leak in the Gulf of Mexico  the Enron scandal or the fraudulent participation of
investment banks in the most recent financial crisis have fueled the discussion of ethical
codes of conduct for corporations  their social responsibility in society and thus their social
commitment. The contribution of business entities in social causes made them consider their
possibilities to not only act socially responsible  but profitable at the same time. This
called marketers to action  designing a new type of marketing  CRM  that would highlight a
company s willingness to do good  advance the company s reputable image  enhance customer
retention and increase sales.The aim of this study is the presentation of the current state of
research on the impact of fit on the success of CRM. A further objective is the systematic
elaboration of empirical studies to identify interactions on the fit and draw conclusions about
possible effects on the success of CRM campaigns.

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