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n Communicatio : South African Journal of Communication Theory and Research - The importance of communicating cause-related marketing (CRM) strategies in South Africa : organisational and marketing communication

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Abstract

Hierdie artikel lewer 'n betoog aan Suid-Afrikaanse sakeondernemings om 'n saakverwante bemarkingstrategie (cause-related marketing (CRM) strategy) te ontwikkel waarvolgens ondernemings-, sosiale investerings- en gemeenskapsverantwoordelikheidsdoelwitte gesamentlik bevorder word. Bemarkingskommunikasie staan sentraal tot die bereiking van so 'n strategie. Kommunikasie van 'n geõÈntegreerde kooÈ peratiewe sosiale verantwoordelikheidstrategie binne sowel as buite 'n sakeonderneming is uiters belangrik aangesien dit begrip en bewustheid onder werknemers, verbruikers en ander belangegroepe ten opsigte van 'n sakeonderneming se sosiale verantwoordelikhede en produkte en dienste kweek. So 'n strategie het ook die potensieÈ le voordeel om 'n onderneming se reputasie binne en buite die onderneming te verhoog, verbruikers meer lojaal te maak en ondernemingsverhoudings tussen breeÈ belangegroepe te bevorder. Die noodsaak van kommunikasie van saakverwante bemarkingsstrategieeÈ is voor die hand liggend indien die potensieÈ le voordele van hoeÈ r verbruikersvraag na en verkope van produkte en dienste van maatskaplik verantwoordelike ondernemings en hoeÈ r sosiale investering deur sulke ondernemings in ag geneem word. Hierbenewens kan saakverwante bemarkingstrategieeÈ verdere voorkeurbehandeling deur investeerders meebring wat as uiters noodsaaklik geag word binne 'n hoogs mededingende Suid-Afrikaanse sakeomgewing. End

It is the contention of this article that South African companies should use a cause-related marketing (CRM) strategy to advance their business objectives, and at the same time communicate their involvement in uplifting and investing in society. Communicating corporate socially responsible activities is important for a number of reasons. It is necessary to create awareness and an understanding of current corporate social responsibility (CSR) policies, strategies and attitudes, and to define an integrated strategy for the future. These policies and activities must be communicated internally and externally in order to enhance an organisation's reputation, loyalty and relationship among all stakeholders. This could ultimately lead to potential increases in customer traffic and sales that will positively affect the bottom line and lead to bigger corporate social investments by a company. Besides these advantages, effective cause-related marketing strategies could also secure preferential treatment of investors within a highly competitive business environment. End

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/content/commu/31/1/EJC27842
2005-01-01
2016-12-04
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