| Registro completo |
| Provedor de dados: |
AgEcon
|
| País: |
United States
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| Título: |
Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System
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| Autores: |
Vastola, Antonella P.
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| Data: |
2008-01-14
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| Ano: |
2006
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| Palavras-chave: |
Cause related marketing
Agri-food system
Agribusiness
M31
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| Resumo: |
Todays 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.
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| Tipo: |
Conference Paper or Presentation
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| Idioma: |
Inglês
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| Identificador: |
28757
http://purl.umn.edu/7750
|
| Editor: |
AgEcon Search
|
| Relação: |
European Association of Agricultural Economists>99th Seminar, February 8-10, 2006, Bonn, Germany
Seminar Paper
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| Formato: |
11
application/pdf
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