Abstract
Although there is a number of books and research papers on Cause Related Marketing (CRM) programmes and experiences, the real fact is that there are just a few in-depth analysis of the historic evolution of the CRM concept itself.
This paper analyzes some of most representative contributions to the research field of Cause Related Marketing made by recognized authors at Spanish and international level, in order to highlight the concept of CRM or clarify what CRM means.
Additionally, examples of different types and formats of successful CRM programmes and campaigns are shown, aiming to find out the determining factors under a “perfect” or “ideal” CRM programme.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Adkins, S. (1999):Cause Related Marketing. Who Cares Wins. Oxford (UK): Butterworth-Heinemann.
Andreasen, A.R. (1996a):Strategic Marketing for Non-Profit Organizations. Upper Saddle River (NJ): Prentice Hall.
Andreasen, A.R. (1996b): Profits for Nonprofits: Find a Corporate Partner.Harvard Business Review, 74 (6). pp. 47–59.
Business in the Community (1998):Cause Related Marketing Guidelines: Towards Excellence. London: BITC.
Fundación Empresa y Sociedad (1999):Marketing Con Causa: Cómo Añadir Valor a las Marcas Vinculándolas a Proyectos Sociales. Madrid: Fundación Empresa y Sociedad.
García, B. (2000):El Valor de Compartir Beneficios. Las ONGD y el Marketing Con Causa: Retos y Oportunidades. Cuadernos Deusto de Derechos Humanos 7.Bilbao (Spain): Universidad de Deusto.
Guardia, R. (1998):El Beneficio de Compartir Valores. Marketing Social Corporativo, Nueva Estrategia para Diferenciar las Marcas. Bilbao: Universidad de Deusto.
Hayes, P. (1997):Cause Related Marketing and Consumer Loyalty. What Are Companies Doing and How Does It Work? Paris: Esomar.
Kotler, P. and Andreasen, A.R. (1996):Strategic Marketing for Non-Profit Organizations. Upper Saddle River (NJ): Prentice Hall.
Marconi, J. (2002):Cause Marketing: Build Your Image and Bottom Line through Socially Responsible Partnerships, Programs and Events. Chicago: Dearborn Trade Publishing.
Mirfin, V. and Sermon, C. (2000): Cause for Thought: The Development of Cause Related Marketing in the UK. Paper presented at theMarketing Research Society Annual Conference 2000, London.
Pringle, H. and Thompson, M. (1999):Brand Spirit. How Cause Related Marketing Builds Brands. Chichester (UK): John Wiley.
Ramos, J.A. and Periáñez, I. (2003): Delimitación del Marketing Con Causa o Marketing Social Corporativo mediante el Análisis de Empresas que Realizan Acciones de Responsabilidad Social.Cuadernos de Gestión, 3 (1/2), pp. 65–82.
Recio, M. and Ortiz, A. (2000): Marketing Con Causa.Harvard Deusto Marketing & Ventas, 36, pp. 26–33.
Sorribas, C. (2007): Una Propuesta de Clarificación Conceptual entre Marketing Con Causa, Marketing Social y Marketing Social Corporativo.Investigación y Marketing, 94, pp. 60–66.
UNICEF — Comité Español (2007):Ikea y UNICEF Se Unen en Favor de la Infancia (19-01-2007). Available at [http://www.unicef.es/contenidos/564/index.htm?idtemplate=1] (accessed at 31/01/2007).
Varadarajan, P. and Menon, A. (1988): Cause Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.Journal of Marketing, 52 (3), p.p. 58–74.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Sorribas, C. Historic evolution of cause-related marketing programmes. Does a “perfect” CRM programme exist?. Int Rev on Public Marketing 4, 149–158 (2007). https://doi.org/10.1007/BF03180762
Received:
Accepted:
Issue Date:
DOI: https://doi.org/10.1007/BF03180762