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...