Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy Academic Article uri icon


  • Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.

published proceedings

  • Journal of Marketing

altmetric score

  • 6

author list (cited authors)

  • Varadarajan, P. R., & Menon, A.

citation count

  • 624

complete list of authors

  • Varadarajan, P Rajan||Menon, Anil

publication date

  • July 1988