An investigation into the potential of implementing Cause Related Literature review

An investigation into the potential of implementing Cause Related Marketing in Barnados charity in the UK - Literature review Example In the social marketing, the management takes much consideration of the customers’ needs with much concern on the needs of the wider society. Cause Related Marketing is a significant ingredient of this marketing mix (Stein, 2009; pg. 56) Cause-Related Marketing is describe as a commercial activity through which businesses and charities form a partnership for the purpose of marketing a product, an image or a service for a shared benefit. It is a tool that addresses the current social issues by providing resources and funding. Additionally, this tool addresses important business objectives. The Cause Related Marketing began getting its full attention recently. It was not until the CRM was much steamed to the marketers by the American Express, which had devised a promotion which promoted donations of a cent to restore the funds for the Statute of Liberty at every single time a customer made use of the American Express card (Lindsey, 2003; pg.67).   The campaign also included ot her elements like a one dollar donation to fund every new American Express account that had been approved. A true corporate partnership establishes openings for every party to develop joint business opportunities. In an investigation, a link with Barnardo’s, which is one of the UK’s best known charity brands, is found to do that (Petticrew & Roberts, 2005; pg. 87). It is a well know children’s charity organization. There would be numerous benefits on establishing cause-related marketing in Barnardo’s as this would become a simple and an effective way of increasing sales and customer loyalty. This can also promote a positive PR coverage and provide an increasing significant link for ethical customers to align themselves with the charitable cause. Involvement with this charity would create opportunities for a great PR and marketing. The Barnardo’s charity can assist in the promotion for the partnership through their network of close to ten media and communication managers situated in London regional offices and headquarters. This is a prominent national charity that has excellent links to local and national radio and television stations, as well as, with national and regional media. Cause Related Marketing is found to influence customer perceptions and their buying habits. This makes it a vital weapon in the marketing strategy which enhances corporate reputation and increases loyalty. It can build sales and benefit the society thus, becoming an intrinsic tool of the marketing strategy. The Cause Related Marketing has its strength over the traditional forms of marketing as it can provide the emotional and the racial engagement of the consumers (Neyland, 2008; pg. 78). It also incorporates the customer’s heart and their mind thus, giving it the potential to build an enduring and stronger relationship. So many companies in the UK have recognized the potential in the holistic management and corporation of the relationship of all stakeholders that will support the development of successful companies. Cause Related Marketing provides a high profile and an effective way for brand owners to strengthen their relationships, not only with the customers but with all stakeholders including the employees, suppliers, distributers, shareholders, opinion formers as well as a broad relationship with the wider community. Due to the interdependence between the wider communi

Employment Relationship Essay Example | Topics and Well Written Essays - 1750 words

Employment Relationship - Essay Example What above discussion suggests is the fact that the conflict is an inherent and often permanent element in the equation of employment relations as despite being agreed on trading off the job security with the loyalty to be shown to the employers, employees still consider a degree of conflict in their relationship with employers. This however, further depend upon the relative degree of conflict in the employment relations as such conflict may between the different layers of employees as well as the employers/management. The term industrial relation potentially defines the relationship between the workers/employees and the management of the organization. Earlier efforts on defining the industrial relations concentrated on defining the industrial relations in terms of "processes of control over work relations" (Hills). This definition therefore set up the tome of industrial relations in terms of the defining as to how the work relations are controlled within an organization. The emergence of the term Industrial Relations happened during the decade of 1920s due to enormous increase in industrial activity in US and UK. However, over the period of time, its interpretation as well as name has changed from Industrial Relations to Personnel Management and from Personnel Management to Human Resource Management. Despite such change, it is critical to understand that the basic theoretical thrust behind the concept has remained same i.e. management of people. (Edwards). Edwards is also of the opinion that sinc e the industrial relations are basically responsible for the employment management therefore a better representation of the term Industrial Relations can also be Employment relation. The representation of the workers is achieved through the formation of a collective bargaining agent or unions which often negotiate the nature of relationship between workers and the management of the firm. It is also critical to understand that the degree of industrial relations may vary at everyone functional level i.e. they may have different dynamics when viewed at the shop/floor level whereas the intensity and significance may greatly vary when the same is dealt much higher level of employment relations. Further, the degree and variability of industrial relations also depend upon the relative technological strengths of the employers as with the advancement in technology, many jobs may be rendered as redundant and many workers may loose their jobs due to technological change. Employment Relations Employment relationships need to be viewed in two perspectives i.e. from the point of view of the employee and the employer. For an employee, employment is an obvious source of income and a way to achieve the social recognition and identity. Thus the term employment relations not only have the economic influence, but it also carries a social orientation due to the different softer issues involved in the process. (Bamber,