Cause-Related Marketing: An Idea Whose Time Has Come

Discusses Cause-Related Marketing (CRM). Companies seek to improve their branding by linking to a charity or social cause.

Cause Related Marketing: An Idea Whose Time has Come

Hamish Pringle &Marjorie Thompson

Cause-related marketing (CRM) can be defined as a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit. A causerelated marketing programme can be delivered via a strategic alliance between a company and a charity or voluntary organisation committed to the defined area of concern, or by directly addressing the cause itself. Adopting a 'cause' in either way can give a brand a 'credo' or 'belief system' and result in significantly improved consumer perceptions...

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