4Varadarajan,PR.Horizontal corporative sales promotion:A framework for classification and additional perspectives,1986(05).
5VARADA RAJAN, P RAJAN, ANIL MENON. Cause - re- lated Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy [ J ]. Journal of Marketing, 1988,52 (5) :58 -74.
6SHRUTI GUPTA,JULIE PIRSCH. The Company - cause - customer Fit Decision in Cause - related Marketing [ J ]. Journal of Consumer Marketing, 2006,23 ( 6 ) : 314 - 326.
7DI NITTO, EMILY. Marketing with a Conscience [ J ]. Mar- keting Communications, 1989 ( 5 ) :42 - 46.
8BARNES, NORA GANIOR, DEBRA A FITZGIBBONS. Business Charity Links: Is Cause - r elated Marketing in Your Future? [ J ]. Business Forum, 1991,16 ( 4 ) : 20 - 23.
9CARRINGER P T. Not just a worthy cause: Cause - related marketing delivers the goods and the good [ J ]. American Advertising,1994(10) : 16 - 19.
10DOUWE VAN DEN BRINK, GABY ODERKERKEN SCHRODERAND, PIETER PAUWELS. The Effect of Strategic and Tactical Cause -related Marketing on Con~ sumers'brand Loyalty[ J]. The Journal of Consumer Mar- keting ,2006,23 ( 1 ) : 15 - 25.
