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

Autorentext

M. Mercedes Galán-Ladero is an Associate Professor (Prof. Contratado Doctor) in the Department of Business Management & Sociology at the University of Extremadura (Spain), where she teaches marketing. She is currently engaged in research on cause-related marketing and corporate social responsibility, as well as social marketing and non-profit marketing; ethnocentrism, local food products and their internationalization. Clementina Galera-Casquet is an Associate Professor (Prof. Titular de Universidad) in the Department of Business Management & Sociology at the University of Extremadura (Spain), where she teaches marketing at master and doctoral levels. Her research focus is in the areas of cause-related marketing and corporate social responsibility, as well as non-profit marketing and non-profit organizations alliances. Helena M. Baptista Alves is an Associate Professor in the Department of Business and Economics at the University of Beira Interior (Portugal), where she teaches graduate, master and doctoral students. She is also a researcher at the University of Beira Interior/NECE - Research Center in Business Sciences. Her areas of expertise are services marketing, educational marketing, student satisfaction, public marketing, and relationship marketing. She is the Editor-in-Chief of the International Review on Public and Nonprofit Marketing, a Springer journal.

Inhalt
Theoretical Background: Introduction to Cause-Related Marketing.- Environmental Causes: Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability.- Villavicencio - Banco de Bosques: "Leave Your Mark, a Reserve for More Reserves". Marketing Campaign to Recover Forests from Agentine Chaco.- The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment.- WWF Spain: Illustrating Factors at Play, Impacts and Tensions in Cause-Related Marketing for Global Sustainability.- Social Causes (I): Covering Basic Needs: "Lighting Up Lives": A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan.- Value Co-Creation in Cause-Related Marketing: The Case of "El Turrón Solidario" (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation.- Application of Cause-Related Marketing in the Fight Against Hunger: Case "Good Restaurants".- Project "Soup of Aid" as a Cause-Related Marketing Campaign.- The Importance of Target-Group Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua.- TOMS: "We Are in Business to Improve Lives".- Social Causes (II): Education: Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO.- "Buy a Pen, Donate a Pen": A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing.- Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING.- Cause-Related Marketing in Retail E-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Columbia).- Cause-Related Marketing in Luxury Brands: The Case of Josefinas.- Disseminating Pet-Friendly Trends in Partnership: The Initiative "Marketing con Causa" in Mexico.- Health Causes: Cause-Related Marketing (CRM) of Ausonia's Campaigns.- The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania.- Digital Communication asa Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study.- All United Against Breast Cancer: The Solidarity Beauty of Estée Lauder.- Analysis of the CRM Campaigns on Facebook. The Case of Menudos Corazones .- Considerations and Decisions for Firms: Organizational Conflicts in CRM Planning and Implementation: City Hotel's Towel Reuse Program.- Santos Motors.- Choosing CRM.- Teaching Notes for This Textbook.