Cause related marketing and consumer loyalty. What are companies doing and how does it work
Peter HayesResearch International, Business in the Community, Cause Related Marketing Steering Group, United Kingdom
INTRODUCTION AND OVERVIEW
The marketing of the product, and the presentation to the world of the company that makes it, are increasingly coming together. Partly because of higher expectations of corporate responsibility by consumers, partly because of the speed of worldwide communications ('the corporate paparazzi' effect), and partly because of straitened marketing budgets that demand more from core brands:
the brand is getting to be the company and the company...