Bachelor Thesis from the year 2011 in the subject Business economics -
Marketing, Corporate Communication, CRM, Market Research, Social Media,
grade: 1,0, University of Hamburg (Lehrstuhl für BWL, insbesondere
marktorientiertes Medienmanagement), course: Marketing, language:
English, abstract: The combination of efforts of Profit-Organizations
(POs) and Non-Profit-Organizations(NPOs) to benefit from a collaboration
has gained increased attention throughout the last couple of years
(Belch & Belch, 2004). Events such as the BP oil leak in the Gulf of
Mexico, the Enron scandal or the fraudulent participation of investment
banks in the most recent financial crisis have fueled the discussion of
ethical codes of conduct for corporations, their social responsibility
in society and thus their social commitment(Kotler & Lee, 2005), (Hess,
Rogovsky, & Dunfee, 2002), (Horrigan, 2010). The contribution of
business entities in social causes made them consider their
possibilities to not only act socially responsible, but profitable at
the same time (Zdravkovic, Magnusson, & Stanley, 2010). This called
marketers to action, designing strategies that would highlight a
company's willingness to do good, advance the company's reputable image,
enhance customer retention and increase sales (ib.).The success of this
new and uprising type of marketing, CRM, is determined by many factors,
one of them being the fit of the collaborating partners (Fries, 2010).
The aim of this work is the presentation of the current state of
research of the success of CRM. A further objective of this thesis is
the systematic elaboration of empirical studies to draw conclusions
about possible effects on the success of CRM campaigns.
