Reason marketing involves "cause-related" promotion of a commercial product, with some part of the revenue that the product free of charge for non-profit committed to the cause. Traditionally needs nonprofit firms have largely initiated and is the cause marketing, with less attention focused on the needs of nonprofit organization or its role in creating value for the partnership. proposed structures, which believes that the benefits and costs from the perspective of both partners, including cash (first order), as well as non-cash (second order) considerations. Using this framework, the article proposed decision-making to improve the value for both partners in a relationship. "Hide
by V. Kasturi Rangan, John T. Gourville Source: California Management Review 21 pages. Publication Date: November 1, 2004. Prod. # : CMR297-PDF-ENG
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