Doing well by doing good: how a cause-related marketing program can help you win the universal tug-of-war for members. (includes related article on ... An article from: Association Management

This digital document is an article from Association Management, published by American Society of Association Executives on April 1, 1996. The length of the article is 2482 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Cause-related marketing is a strategy that supports altruistic purposes that are usually in conjunction with company objectives. Proper execution of such a technique can tremendously improve company image, generate incremental revenue, increase membership recruitment and strengthen membership loyalty. Strategic cause-related marketing focuses on social responsibility by way of leveraging the good works for the benefit of the association.

Citation Details
Title: Doing well by doing good: how a cause-related marketing program can help you win the universal tug-of-war for members. (includes related article on Avon Products and other companies' successful adoption of cause-related marketing)
Author: Carol L. Cone
Publication:Association Management (Magazine/Journal)
Date: April 1, 1996
Publisher: American Society of Association Executives
Volume: v48 Issue: n4 Page: p103(5)

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