IFO 2002-01 2002. 6 6
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*. TEL : 3771-0316, FAX : 3771-0147 E- mail : s rjung@fki.or.kr * : ( ) FKI (3771-0245)
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CRM. 21. CRM(Cause-Related Marketing) 22. ( ) 27. 32
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26 6 Market Benefits Chart
CRM 27. ( ) 1.. 2. : 3. : 1996 2002 4. : 5. : 6.
28 6 7. (,,, ) -, ( ),,, ( : ) TV - 2000 KBS1 TV 10,, 1999 SBS TV 24 -,
CRM 29 8. 9.. 1996 6 10 12 ( SAMSUNG VILLAGE ) 1997 10 97 1998 IMF 11 2000 4
30 6 1 1, 8 1 1 2001 1 1 2002 1 1. 2002 : : TV 3 (KBS 1, SBS 2 ) 10 2 1996 SAMSUNG VILLAGE",,, : 1 1 2,714, 988, 252, 815 4,769 (1 1,000 40,000 ) : 1996 ( 20 )
CRM 31 233,003,210 271,257,000 69,925,000 138,689,260 134,983,000 24,648,500 46,835,500 19,665,252 1,200,000 940,206,722. ( )
32 6. 1. 1950 6 25 108, NGO. 1991,,, 10 6 NGO. 2.,,,,. 11, 8, 5, 1, 1,,,, 17 32.
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