Definition
Cause-related marketing is a promotional activity of an organization in which a societal or charitable cause is endorsed, commonly together with its products and services as a bundle or tie-in. Cause-related marketing is a vehicle of communication of CSR which demonstrates to a large audience how the social responsibility of an organization translates into specific benefits for society. Cause-related marketing is often organized in the form of a promotional campaign and in cooperation with a charity or nonprofit organization that pursues a specific societal cause. The business community regularly defines cause-related marketing specifically as a cooperation between a commercial organization and a charity for mutual benefit.
Cause-related marketing is a part of corporate social responsibility but the two terms are...
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Beise-Zee, R. (2013). Cause-Related Marketing. In: Idowu, S.O., Capaldi, N., Zu, L., Gupta, A.D. (eds) Encyclopedia of Corporate Social Responsibility. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28036-8_551
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DOI: https://doi.org/10.1007/978-3-642-28036-8_551
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