Nuevas tendencias en la comunicación de los programas de marketing con causa en España
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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.
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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Com citar
Sorribas Morales, Carolina. “Nuevas tendencias en la comunicación de los programas de marketing con causa en España”. Tripodos. Facultat de Comunicació i Relacions Internacionals Blanquerna-URL, no. 28, pp. 51-62, https://raco.cat/index.php/Tripodos/article/view/247483.