Cause-Related Marketing

Beschreibung

This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom. 

This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom. 
Introduces the concept and applications of cause-related marketing using a case-based approach Presents well-developed cases from for-profit and non-profit, organizations around the world Shows cause-related marketing as one of the main corporate social responsibility initiatives

Autor*in

M. Mercedes Galan-Ladero

Themen in »Cause-Related Marketing«

CSR case studies Social marketing in practice Marketing for good cause Nonprofit management Intersectoral partnerships in marketing Transactional campaigns Pop-up stores for charity Cause marketing campaign Point of sale campaigns Nonprofit campaigning corporate social responsibility

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