Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Management article
-
Reference no. BH172
Published by: Indiana University
Published in: "Business Horizons", 2005

Abstract

Starbucks, Target, and Nike are just a few of the businesses partnering today with not-for-profit organizations in cause-related marketing campaigns. On the one hand, these campaigns raise awareness, support, and donations for social causes such as global hunger relief. On the other hand, they enhance corporate reputations, customer loyalty, and financial gains for companies. An example of cause-related marketing is an effort organized by Macy''s, Pfizer, and other businesses on behalf of the American Heart Association. The program has raised over $32 million in donations for the charity, while generating over 1 billion media impressions for corporate sponsors. Discusses the concept and practice of cause-related marketing, as well as some of its social-ethical complexities. Suggests ways to increase the effectiveness of this popular marketing tool and form of corporate philanthropy.

About

Abstract

Starbucks, Target, and Nike are just a few of the businesses partnering today with not-for-profit organizations in cause-related marketing campaigns. On the one hand, these campaigns raise awareness, support, and donations for social causes such as global hunger relief. On the other hand, they enhance corporate reputations, customer loyalty, and financial gains for companies. An example of cause-related marketing is an effort organized by Macy''s, Pfizer, and other businesses on behalf of the American Heart Association. The program has raised over $32 million in donations for the charity, while generating over 1 billion media impressions for corporate sponsors. Discusses the concept and practice of cause-related marketing, as well as some of its social-ethical complexities. Suggests ways to increase the effectiveness of this popular marketing tool and form of corporate philanthropy.

Related