Data/hora: 01/06/2024 02:28:37

Provedor de dados: | 31
País: | United States
Título: | Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System
Autores: | Vastola,   Antonella P.
Data: | 2008-01-14
Ano: | 2006
Palavras-chave: | Cause related marketing; Agri-food system; Agribusiness; M31.
Resumo: | Today’s consumers demand products and services not only with proven intrinsic quality features but also endowed with non-material attributes such as respect for the environmental and ethical values. These concerns are central to recent marketing developments. Cause related marketing (CRM) is a good example of the new entrepreneurial strategies able to achieve on the one hand utilitarian aims and on the other hand to contribute to a social cause through different forms of company donation. From the analysis it emerges that in Italian agri-food system three types of agents are applying CRM: companies producing widely consumed brands, with high sales volume; small companies producing high quality goods but with brands known within a limited market area; mass distribution companies. The use and aims of CRM strategies are different for each of the actors.
Tipo: | Conference Paper or Presentation
Idioma: | Inglês

Identificador:

28757

http://purl.umn.edu/7750

Editor: | AgEcon Search

Relação:

European Association of Agricultural Economists&gt;99th Seminar, February 8-10, 2006, Bonn, Germany

Seminar Paper

Formato:

11

application/pdf