التسويق المتعلق بالقضية؛ زواج المسؤولية الاجتماعية مع الأهداف التسويقية المحضة- عرض لتجارب عالمية ومحلية ناجحة
Keywords:
Algeria, Environment, New Public Management, Environmental policies, Public sector, المسؤولية الاجتماعية, التسويق الاجتماعي, التسويق المتعلق بالقضيةAbstract
يعالج هذا البحث موضوع المسؤولية الاجتماعية للمنظمات وكيف يمكن للمنظمات استعماله في نشاطاتها الاتصالية التسويقية،ممثلة بما يعرف بالتسويق المتعلق بالقضية . فلقد تزايدت أنشطة التسويق المتعلقة بالقضية بصورة ملفتة للانتباه وأصبحت جزءا هام من خططها التسويقية. وكما هو معروف فإن التسويق المتعلق بالقضية ليس بعمل خيري بل هو إستراتيجية تعتمدها المنظمات من أجل إثبات التزامها الاجتماعي، فقد تكون قرارات التسويق المتعلقة بالقضية خيرية جزئيا فإنها وفي نفس الوقت كذلك قد تخدم المصالح الذاتية للمنظمات. This study addresses corporate social responsibility and how organizations can use it in their marketing communication activities, represented by what's known as cause related marketing. The cause related marketing activities have increased noticeably and have become an important part of the organizations' marketing plans. As is well known, cause-related marketing is not a charitable act but rather a strategy adopted by organizations in order to demonstrate their social commitment. Cause related marketing decisions on the case may be in part charitable and at the same time also serve the organizations' own interestsReferences
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