El marketing con causa, entre la “oportunidad estratégica” y la responsabilidad social
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Abstract
The acceptance of economic aid from companies with ethically questionable objectives in society (tobacco, alcoholic drinks, arms production,...) on the part of non governmental organisations (NGOs) which uphold a particular type of ideology has become an important present day thanks to the boom of the so– called “marketing with a cause”. This text –which reflects a paper presented at the XIII Meeting of the Fomento Social Group (see RFS nº 214)– analyses this organisational strategy, considering in greater depth the different reasons that can be defended from the point of view of the two sides concerned –companies and NGOs– and presents an ethical evaluation of the matter.
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