Who benefits? Exploring cause related marketing (CRM) in a South African context

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dc.contributor.authorZitha, Arthur Bongani
dc.date.accessioned2018-10-01T12:57:10Z
dc.date.available2018-10-01T12:57:10Z
dc.date.issued2017
dc.descriptionA research report submitted to the Faculty of Humanities University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Master of Arts in Arts, Culture and Heritage Management, 2017en_ZA
dc.description.abstractArts organisations have found it difficult to survive in an economic climate that offers limited resources towards the arts. Vansa points out that Corporate Social Investment (CSI) funds have become limited thus this has prompted arts organisations to look for funding elsewhere (http://vansa.co.za). This paper explores how arts organisations can benefit from Cause Related Marketing (CRM) as a possible alternative and solution to the problem of funding. Through empirical evidence from a case study of the SHOUT campaign, sponsored by Kia Motors, this research outlines the distinct features of CRM & CSI and also the roles of both arts organisations and corporates in the collaboration. The main findings of this research highlight that there isn’t a clear definition of CRM in a South African context. This poses as a challenge for the development and implementation of the technique in a South African context. Furthermore, some arts administrators were reluctant to implement CRM due to the fear of compromising the integrity of the artistic product. There are vast possibilities for both arts organisations and corporates to benefit from CRM. However it is important for these CRM partnerships to clearly align their products in order to fully benefit from the advantages of CRM.en_ZA
dc.description.librarianXL2018en_ZA
dc.format.extentOnline resource (68 leaves)
dc.identifier.citationZitha, Arthur Bongani (2018) Who benefits? Exploring cause related marketing (CRM) in a South African context, University of the Witwatersrand, Johannesburg, <https://hdl.handle.net/10539/25699>
dc.identifier.urihttps://hdl.handle.net/10539/25699
dc.language.isoenen_ZA
dc.subject.lcshSocial marketing--South Africa
dc.subject.lcshSocial responsibility of business--South Africa
dc.subject.lcshSouth Africarelations--South Africa--Management
dc.subject.lcshArt--South Africa--Marketing
dc.subject.lcshArt--Economic aspects--South Africa
dc.titleWho benefits? Exploring cause related marketing (CRM) in a South African contexten_ZA
dc.typeThesisen_ZA
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