Cause-related Marketing

Anita Nykodymová

Bakalářská práce

Abstract:

The aim of this bachelor thesis is to evaluate the awareness of customers on the Czech market of Cause Related Marketing (CRM) campaigns. In recent years this type of marketing is experiencing a development on the field of foreign market as well as on the market in Czech Republic. In the theoretical part of the work are summarized terms connected to concept of CRM on the basis of studying and reading specialized books and other sources. It describes the means of concepts such as marketing or marketing mix. Also this review introduces the term of corporate social responsibility (CSR) and its historical development. In the last part of the theoretical section is described the term CRM itself, its advantages and risks connected to it. Content of the practical part is evaluation of already past or still in progress campaigns in the Czech Republic. This evaluation is based on given criteria. Besides campaigns this part contains the evaluation of the survey research.

Keywords

Cause Related Marketing, Corporate Social Responsibility, stakeholders, non-profit institution, marketing campaigns, partnership, cooperation, mutual benefit, win-win-win situation

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management