Svensson, Goran; Wood, Greg - 2011
Purpose – The purpose of this paper is to describe a model of cause-related marketing (CRM) for both profit-driven (PD …) and non-profit (NP) organizations. Design/methodology/approach – The model consists of two parallel internal and external … to remember that a CRM-partnership is a challenge and risk for both the PD and NP organizations that may harm their …