Cause and effect

Thomas Wailgum

Gone are the days when marketers were able to rely solely on the four Ps - place, promotion, product, and price - to set apart their brands and win loyal customers.

Cause & effect

Thomas Wailgum

Gone are the days when marketers could rely solely on the four Ps - place, promotion, product, and price - to set apart their brands and win loyal customers. In today's climate of corporate social responsibility (CSR), consumers also require that businesses prove they are good “corporate citizens.”

“You can no longer be a company or brand that doesn't have a deep commitment to some cause or social issue,” says Carol Cone, founder of the cause-marketing consulting firm Cone, Inc. “It's expected today.”

While companies are well aware of this shift, they are also...

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