El marketing y las organizaciones no lucrativasel marketing con causa (CCC)
- Sarro Álvarez, María del Mar
- Pelenas Leguía, Azucena
- Cuesta Valiño, Pedro
- Gutiérrez Rodríguez, Pablo
ISSN: 1812-0970
Ano de publicación: 2004
Volume: 1
Número: 1
Páxinas: 125-138
Tipo: Artigo
Outras publicacións en: Revista internacional de marketing público y no lucrativo = International review on public and non profit marketing
Resumo
Marketing is a discipline which has been traditionally assigned to the business workd and to the transactions of economic nature. Since the 1970s, maketing has also been applied by organizations different from businesses, such as public institutions and non profit organizations. Since the last decade, non profit organizations, apart from applying marketing to reach their targets, are involved in the so called cause related marketing, that is, the cooperation with private businesses. This new cooperative activity between non profit organizations, mainly non governmental organizations, with businesses, is becoming troublesone, speacially after some spreading campaigns in the media. In this controversial situation, cause related marketing has both supporters and critics both in the society and within the non profit organizations themselves.