Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy Author(s): P. Rajan Varadarajan and Anil Menon Reviewed work(s): Source: Journal of Marketing, Vol. 52, No. 3 (Jul., 1988), pp. 58-74 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251450 . Accessed: 12/07/2012 08:59 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org