Cr marketing and reduction of poverty - the case of Serbia
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The economic crisis provides a challenging environment for Serbia to find funding for social measures, which are some of the most important parts of the agreement the government coalition partners signed before forming new executive authorities. About 700,000 people in Serbia are living below the poverty line, with a monthly income of less than 80 moos, according to a new database on the socially vulnerable. Results of the project were released in April. Even for younger people, finding or keeping a job in Serbia is a challenge. For those over 55, it can become nearly impossible. As many as 95% of the unemployed in that age bracket have been unable to locate work after their former employers shut down or cut back on personnel. One of the important tasks of Serbia, in the process of joining the European Union, is to participate in the European process of social inclusion, what includes the development and improvement of involvement of individuals, enterprises and other social grow in so...cial change in Serbia. The aim of this paper is charity marketing and marketing to the social order as a means companies to participate in reducing poverty rates. The company publicly demonstrate the value of your brand and motivate consumers to buy their product, percentage of sales given to charity which creates synergy.
Keywords:strategy / poverty / marketing / cause related
Source:Metalurgia International, 2013, 18, 368-374
- EDITURA STIINTIFICA FMR, BUCHAREST