Laws, codes and ethics: Cause-related marketing

 

This article argues that cause-related marketing (CRM) is a strategy whose time has come. Research sponsored by Business in the Community, in the US and UK, shows considerable demand for CRM, and that ...

This article looks at the possible motivations successful businessmen may have for acts of philanthropy, and assesses whether the reasons most often cited for charitable gestures can be said to be the ...

Discusses the use of cause marketing as a way of creating campaigns that resonate with the hispanic audience in the US. The author, from General Mills, describes how yoghurt brand Yoplait ran a campai ...

Quoting a number of industry pundits and offering many examples, Simon Nicolas, of marketing and research company Aston InfoSec, argues that companies and brands that climb on the band-wagon of moral ...

Jane Asscher, one of the founders of 23red, addresses the dilemma of how today’s companies should reconcile their desire to sell with the increased need to be, and be seen to be, squeaky clean. She ...

In this introduction to four articles focussing on responsible marketing, Roderick White outlines the main issues and themes that have fed the burgeoning ‘corporate social responsibility industry’ (CS ...

How much is your company benefiting from its CSR policy? Andrew Nebel explains how to make the most for your business from building a long-term charity relationship and highlights the CSR pitfalls man ...

Discusses NGOs (non-governmental organisations and pressure groups), and how companies should respond to them. There are broadly three strategies: pre-emption, capitulation and resistance. All firms n ...

This 'best practice' article describes how old style vertically integrated companies have been superseded by those who concentrate on their core business and outsource other activities. Three areas a ...

In this interview Gary Ralfe explains how a new concept developed for De Beers from a core business of mining rough diamonds to a supplier of choice. He explains how, in the 1990s D eBeers position ...

This article is adapted from Nicholas Lind's book 'Living the Brand'. It contrasts the top-down, command and control militaristic management style with organisations that build value through people. ...

Alan Mitchell suggests that the original understanding of brands - that they answer people's psychological needs in a small way - has been superseded by overblown claims, even that they are substitut ...

Discusses Cause-Related Marketing (CRM). Companies seek to improve their branding by linking to a charity or social cause. Companies have been doing this for a long time, but it is becoming more relev ...

The chief executive of Coca-Cola, speaking to faculty and students at the London Business School, discusses the role international companies like his should play to succeed as companies, and as indivi ...

To stand out in a crowd you need something special, and it is believed the answer is Cause Related Marketing, but CRM incorporated into mainstream advertising communications and the marketing budget. ...

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. The history of ...

As a new marketing discipline that deserves wider use, cause related marketing has been defined as: 'the activity by which a company with an image, product, or service to market, builds a relationship ...

Environmental concern - the green factor - is likely to overtake health as a major factor affecting the marketing of most consumer products, and will become increasingly important. It is different fro ...

Using quantitative data the author explores information-processing in response to a specific ‘social marketing’ campaign, and suggests a target audience segmentation strategy based on the findings.

Marketing’s role is described as to serve the tasks and interests of everyday life. This can only happen when researchers formally describe and comprehend the contexts in which people pursue their tas ...

The paper suggests that the fit between a firm’s specific associations and a sponsored cause can reinforce or blur the firm’s positioning, influence liking for the sponsorship, and bolster or undermin ...

The paper explores whether corporate social responsibility (CSR) affects a firm’s market value. Using secondary data, a framework to explore this relationship was developed. Findings suggest amongst o ...

Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or emotional benefits, and aims to test the suggested positioning strategies one against an ...

Both theory and recent research evidence suggests that a corporation’s socially responsible behaviour can positively affect consumers’ attitudes towards the corporation. The effect occurs both directl ...

The findings discussed in this paper emerged from a qualitative study of social enterprise in the UK. The marketing elements of this work were assessed for the extent to which they were entrepreneuria ...

A multi-national study lasting more than a decade explored the competing values of organisational culture, market orientation and innovativeness and their impact on firms’ performance in the business ...

The paper discusses a marketing planning framework designed to help political parties in the changing world of electoral campaigning. The model was developed using both a hypothetico-deductive and an ...

Basing its findings on a survey of nearly 300 consumer and industrial goods manufacturers in the USA, the paper suggests that companies set up green programmes to serve their economic well-being rathe ...

The paper examines when, how and for whom corporate social responsibility (CSR) initiatives work. The findings implicate both company-specific factors (product quality and choice of CSR issues) and in ...

Defines two types of marketing professional – mechanical, market-driven professionalism, and social trustee, civic professionalism. Asserts that the profession should pursue the latter in order to sur ...