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Provedor de dados:  AgEcon
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
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
Editor:  AgEcon Search
Relação:  European Association of Agricultural Economists>99th Seminar, February 8-10, 2006, Bonn, Germany
Seminar Paper
Formato:  11


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