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What is Systematic Review of Cause-Related Marketing about?

This article presents a systematic literature review on Cause-Related Marketing (CRM) from 1988 to 2020, synthesizing 344 English articles to analyze its evolution, geographical distribution, and methodological approaches. The study highlights the transition of CRM from a marketing tool to a strategic CSR initiative, noting significant research gaps and the need for further exploration in cross-cultural contexts. Additionally, it employs bibliometric analysis to provide insights into the development of CRM

Author

vophuduc8758

Language

EN