Corporate Social Responsibility and Cause-Related Marketing: An Overview

Albana Belliu Vrioni and Peggy Simcic Bronn

This article looks at the subject of corporate social responsibility and how companies use it in their marketing communication activities, a practice known as cause-related marketing (CRM).

Corporate social responsibility and causerelated marketing: an overview

Peggy Simcic BrnnNorwegian School of Management Albana Belliu VrioniUnisys

Introduction

It is generally recognised that today's marketplace is characterised by a great many products of similar quality, price and service. In their everincreasing need to differentiate themselves and their product, many companies are turning to the use of causerelated marketing (CRM) as a communications tool. Basically, the concept entails firms communicating through their advertising, packaging, promotions and so on their corporate social responsibility, namely their affiliation or work with nonprofit organisations or support for causes. The point is...

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