Customer Selective Pricing And Cause Related Marketing: Does It Affect Consumers' Incentive To Give?

Abstract

This paper examines the relationship of cause related marketing (CRM) and name-your-own-price (NYOP) selective pricing and its effect on customer transactions. By exploring current CRM and NYOP endeavors through various case studies, a framework is created to help businesses find an optimal mix of CRM and NYOP reflective of the industry and target audience to enhance customer transactions, brand promotion, and/or revenue.