International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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CAUSE RELATED MARKETING BY PRIVATE BANKS IN INDIA

    1 Author(s):  DEVENDRA PRASAD PANDEY

Vol -  15, Issue- 1 ,         Page(s) : 110 - 120  (2024 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Cause-related marketing is a promotional activity of an organization in which a societal or charitable cause is endorsed, commonly together with its products and services as a bundle or tie-in. Cause-related marketing is a vehicle of communication of CSR which demonstrates to a large audience how the social responsibility of an organization translates into specific benefits for society.

-Rian Beise-Zee (2013): “Encyclopedia of Cause-Related Marketing”, Springer, Pp 321-326.
-Bowman, E.H. and Haire, M., 1976. Social Impact Disclosure and Corporate Annual Reports. Accounting, Organizations and Society, 1(1), pp.11-21. 

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