Cause-related Marketing

Anita Nykodymová

Bachelor's thesis

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

Language used: English

Date on which the thesis was submitted / produced: 14. 3. 2016

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics and Management / Economics and Management