Cause Related Marketing

Bachelor Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing grade: 10 University of Hamburg (Lehrstuhl für BWL insbesondere marktorientiertes Medienmanagement) course: Marketing language: English abstract: The combination of efforts of Profit-Organizations (POs) and Non-Profit-Organizations(NPOs) to benefit from a collaboration has gained increased attention throughout the last couple of years (Belch & Belch 2004). 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(Kotler & Lee 2005) (Hess Rogovsky & Dunfee 2002) (Horrigan 2010).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 (ZdravkovicMagnusson & Stanley 2010). This called marketers to action designing strategies thatwould highlight a company's willingness to do good advance the company's reputable image enhance customer retention and increase sales (ib.).The success of this new and uprising type of marketing CRM is determined by many factors one of them being thefit of the collaborating partners (Fries 2010).The aim of this work is the presentation of the current state of research of the success of CRM. A further objective of this thesis is the systematic elaboration of empirical studies to draw conclusions about possible effects on the success of CRM campaigns.