Abstract
This chapter discusses a case that presents and analyses a cause-related marketing campaign on the fight against breast cancer in Romania, campaign of AVON Beauty Company. The products of the company devoted especially to the cause-related marketing (CRM) campaign represent solidarity products with a distinct symbol, known for the cause supported, more precisely with a pink bow (brooches, pens, notebooks, necklaces, scarves, wallets, etc.). In Romania, this type of campaigns related to Corporate Social Responsibility (CSR) is approached as a CSR programme where companies are committed to donate an amount (to an NGO, other partner with legitimacy for the cause and with capacity to manage the financial resources) in favour of a cause depending on the sales of certain solidarity products, designated especially to this campaign.
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Notes
- 1.
RON is the Romanian currency.
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Matei, A., Antonovici, CG., SÄvulescu, C. (2021). The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania. In: Galan-Ladero, M.M., Galera-Casquet, C., Alves, H.M. (eds) Cause-Related Marketing. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-65455-9_19
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