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Risks in Marketing Programs Based on Socially Significant Problems


Anna Markeeva
(about the author)

Markeeva Anna Valeryevna – Associate Professor, Department of Economic Sociology and Marketing, Lomonosov Moscow State University

Published in:
Russian Journal of Entrepreneurship
– № 7 / April, 2012



Keywords: cause-related marketing, CRM campaign, risks


Citation:
Anna Markeeva (2012). Risks in Marketing Programs Based on Socially Significant Problems. Russian Journal of Entrepreneurship, 13(7), 44-48. — url: http://bgscience.ru/com/lib/3539


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Abstract:

The article is a study of factors contributing in popularization of the new trend in marketing, the cause-related marketing. Risks of development and implementation of CRM campaigns are studied, and ways and methods to reduce the risks in question are defined.







References:
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