Revistes Catalanes amb Accés Obert (RACO)

Nuevas tendencias en la comunicación de los programas de marketing con causa en España

Carolina Sorribas Morales

Resum


The communication strategies of programs of causerelated
marketing have improved substantially in recent years, moving from simple communication tactics or actions towards the beginnings of genuine communication strategies of cause-related marketing programs which are carefully planned. Thus, this article attempts to explain the evolution of the communication of programs of cause-related marketing and to highlight the new trends in advertising communications which both companies and non-profit organizations have been adopting, in recent years, to carry out this type of marketing strategy.

Carolina Sorribas Morales es doctora en Publicidad y Relaciones Públicas y miembro del Grup de Recerca en Estratègia i Creativitat Publicitàries de la Facultat de Comunicació Blanquerna (URL).

KEY WORDS: cause-related marketing, communication strategy.
PALABRAS CLAVE: marketing con causa, estrategia de comunicación.

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ISSN paper: 1138-3305. ISSN electrònic: 2340-5007

Facultat de Comunicació Blanquerna. Universitat Ramon Llull.