Cause for Thought: The Development of Cause Related Marketing in the UK

Describes the UK development of Cause Related Marketing (CRM), in which a business and a charity or cause forms a partnership to market an image, product or service for mutual benefit.

Cause for Thought

The Development of Cause Related Marketing in the UK

Catherine Sermon, Business in the Community

Vicky Mirfin  and  Alison Mawhinney, Research International

Introduction

In 1999, The Prime Minister, Rt. Hon. Tony Blair, presented an award to the Nambarrie Tea Company, a small company employing just 35 people, based in Northern Ireland. The award was the Business in the Community Cause Related Marketing Award which the Nambarrie Tea Company received in recognition of the success of their Cause Related Marketing partnership with a leading Northern Ireland charity, Action Cancer.

In 1998, the partnership with...

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