摘要：The scientific problem analysed in the article focuses on identifying how cause-related marketing needs to be used in order to build good corporate reputation. This article researches the reference between the use of cause-related marketing and stakeholders’ behaviour and its effect on building good corporate reputation.
其他摘要：Straipsnyje analizuojama problema – kaip priežastinis marketingas naudojamas siekiant sukurti gerą korporatyvinę reputaciją. Tiriamas ryšys tarp priežastinio marketingo ir suinteresuotų grupių elgsenos bei poveikis gerai korporatyvinei reputacijai kurti.
