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Cause related marketing
Cause related marketing (niekedy prekladaný ako dobročinný marketing) spája spoluprácu ziskového a neziskového sektora za účelom spoločného benefitu. Ide o strategickú formu spolupráce, pri ktorej neziskový sektor poskytuje svoje meno, logo na spoločenskú podporu predaja určitého produktu alebo služby nejakej firmy. Firma deklaruje, že z každého predaného produktu (lístka, jogurtu, kozmetického krému, atď) venuje časť príjmu na dobročinný účel (napr. v prospech projektov pre týrané ženy a pod.).
Okrem priamej finančnej podpory je prínosom cause related marketing-u pre neziskové organizácie zviditeľnenie ich aktivít. Na strane firmy je tento druh marketingu možnosťou ako zvýšiť predaj požadovaných produktov, budovať pozitívny imidž, pozitívne vzťahy s verejnosťou, prípadne zvýšiť lojalitu zamestnancov a zákazníkov. Jedná sa teda o prípad komunitného investovania s komerčným motívom.
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