Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System
| dc.creator | Vastola, Antonella P. | |
| dc.date | 2017-04-01T19:27:13Z | |
| dc.date.accessioned | 2026-07-09T02:51:21Z | |
| dc.description | 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. | |
| dc.identifier | doi:10.22004/ag.econ.7750 | |
| dc.identifier | https://ageconsearch.umn.edu/record/7750/files/sp06va01.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/7750 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/521466 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/7750 | |
| dc.title | Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System | |
| dc.type | Text |