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2023
This chapter explores the concept of cause-related marketing from a modern perspective, briefly tracing its inception in the field of marketing since the Third Industrial Revolution, and discusses landmark marketing campaigns and their ramifications on the development of cause-related marketing.
Sattar, Muhammad Muzamil +2 more
openaire +2 more sources
This chapter explores the concept of cause-related marketing from a modern perspective, briefly tracing its inception in the field of marketing since the Third Industrial Revolution, and discusses landmark marketing campaigns and their ramifications on the development of cause-related marketing.
Sattar, Muhammad Muzamil +2 more
openaire +2 more sources
2014
Cause-related marketing is established by a corporation that wishes to continue its philanthropic efforts by choosing one organization, or cause, with which to associate. Simply, it is a partnership between a corporate organization and a non-profit where there is a mutually beneficial relationship.
Marcus Stumpf, Iris Teufl
openaire +2 more sources
Cause-related marketing is established by a corporation that wishes to continue its philanthropic efforts by choosing one organization, or cause, with which to associate. Simply, it is a partnership between a corporate organization and a non-profit where there is a mutually beneficial relationship.
Marcus Stumpf, Iris Teufl
openaire +2 more sources
Choice of Cause in Cause-Related Marketing
Journal of Marketing, 2012 Spurred by the consumer demand for companies to be socially responsible, cause-related marketing (CM), in which fund raising for a cause is tied to purchase of a firm's products, has become popular in recent years.
Caglar Irmak, Jayachandran Satish
exaly +2 more sources
Services Marketing Quarterly, 2001
Abstract In the changing climate of the 1990s there is a need for creativity in marketing and this leads to the question of whether the non-profit arts can afford not to participate in cause related marketing. Cause related marketing is a new way for for-profit organizations to increase their sales while appearing to enhance their focus on social ...
Ruth Rentschler, Greg Wood
openaire +1 more source
Abstract In the changing climate of the 1990s there is a need for creativity in marketing and this leads to the question of whether the non-profit arts can afford not to participate in cause related marketing. Cause related marketing is a new way for for-profit organizations to increase their sales while appearing to enhance their focus on social ...
Ruth Rentschler, Greg Wood
openaire +1 more source
Online cause-related marketing
2018Online sales continue to grow fast throughout the world and companies have taken notice. They are investing to ensure that they don’t lose customers and one such way that they can do that is through cause-related marketing. Cause-related marketing uses ideas from various specialized areas such as the communication mix, corporate social responsibility ...
Silva, Susana C. +3 more
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Journal of Nonprofit & Public Sector Marketing, 1993
John H. Holmes, Christopher J. Kilbane
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John H. Holmes, Christopher J. Kilbane
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Successful cause-related marketing
Strategic Direction, 2014Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience ...
openaire +1 more source
Segmenting the audience of a cause-related marketing viral campaign
International Journal of Information Management, 2021Natalia Vila-López +2 more
exaly