The Literature Review and Vision of Key Determiners of Executing SuccessfulCampaignFrom CRSM and CRM Perspectives

The support charity efforts, is becoming trendy and popular amongcompanies. The organization today apply CRM not only to enhance theirbrand and reputation on the actual market but also to increase their salesrecord, financial position and philanthropic objectives and in result winingtarget customer hearts in the process of their decision making in choosing thefavorable cause to support. The main aims of this paper are to build a strongliterature review to this field, and to provide a deeper understanding of its usestowards success. Following these research concerns and gaps, a review of themost relevant literature was conducted, resulting in a conceptual frameworkapplied for empirical data collection of previous studies. This will also shedmuch light on the past findings, designs, methodologies and approachesrelated to the researches of CRSM and CRM to explore, extend and analyzeimplemented published articles between 1970 and 2016. A vast literaturereview covers many areas such as: CRM, CRSM, and other constructs pertainto the success of this type of marketing. However, many research gaps wererecognized in this field especially finding out the effective and efficientstrategy to launch a campaign. To fill these gaps and extend previous studieswithin the field, there is a need for conducting research to investigate theindividual relationships and other factors, affecting the organizationalperformance, sales, and etc. The result of these reviews shows that CRMCampaign contributes in both consumer purchase intention and attitudetowards CRSM as long as it applies correctly. The finding shows that thehigher fit between sport and its causes shows significant role as to affect onthe attitude towards CRSM. The present study will add to the body ofknowledge by examining and illustrating a survey and provide substantialbenefits for researchers, scholars, entrepreneurs, CEOs, professionalmarketers, policy makers, practitioners, and educators though providing amuch clear view and deep understanding for the issues pertain to this field ofmarketing. We recognized that the theories regarding strategies and objectivesagree with the focus of this research. This research has contributed, in ourunderstanding, CSR as a concept and its relative effect on the consumer’sattitude, perception and behavior

کلیدواژه ها:

CRM ، CRSM