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Summary Cause-Related Marketing as a Win-Win Strategy Saša Raletić, Predrag Radojević, Svetlana Mihić Subjects present in the market tend to achieve synergetic effect by well-established partnerships more often. Causerelated marketing based on the direct partnership between companies and nonprofit organizations and indirect partnership between the company and the customer, in order to support a social cause, is as such the subject of this analysis. Cause-related marketing is a manifestation of social-cause marketing and the adaptation of commercial marketing tailored for the programs that influence
the voluntary behavior of customers, which will enhance well-being of society. The aim of this analysis is to present cause-related marketing as a win-win situation for all participants in the exchange and in the community. The outcome of the analysis are benefits realized by means of ListeRead phonetically cause-related marketing campaigns. Keywords: cause-related marketing, utility, win-win situation Kontakt: Saša Raletić Ekonomski fakultet Univerziteta u Novom Sadu Segedinski put 9-11, 24000 Subotica E mail: rsasaca@hotmail.com
104 Saša Raletić, Predrag Radojević, Svetlana Mihić