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Abstract
En el presente escrito se presentan varias alternativas para el desarrollo del mercadeo de causas ambientales a través de entidades sin ánimo de lucro. En la primera parte se exploran los modelos de mercadeo que se han empelado con mayor regula-ridad: la filantropía estratégica, el mercadeo social y el mercadeo de causas. Se muestran las actividades más comunes en cada tipo de mercadeo y algunos puntos clave para desarrollarlo. En la segunda parte se presentan las barreras para la gestión del mercadeo de causas ambientales, señalando en qué consisten esas barreras, los puntos críticos y algunas alternativas planteadas desde la comunicación organizacional, la negociación, la gestión de relaciones con clientes y el control de gestión.References
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