Cause marketing: Trend or basic notion of marketing ?
Summary :
Table of Contents
- Summary
- Definition and history
- Definition
- History
- Conditions and criteria (Johanna L. Krotz analysis)
- Cause marketing: A branch of traditionnal marketing?
- Cause marketing: Company's choice
- Case Study: 'Save Lids to Save Lives', Yoplait and Breast Cancer Foundation
- The case
- The analysis
- Critics
- Risks: Humanitarian improvements or humanitarian business
- Conclusion
- Sources
Abstract
"1 liter bought, 10 liters extracted in Niger with UNICEF"; for four months we could see this inscription on the Volvic water bottles (to February 15th until June 15th 2007). In the last few years we can see this type of shares progressively growing. In the aim to understand this phenomenon, I am to answer many questions such as:
What does cause marketing means? Where does it come from?
What are the conditions for making cause marketing and how can we recognize it?
Is it a part of marketing or is it a trend marketing notion?
cause marketing or cause - related marketing (CRM) really makes sense in USA and English countries. Indeed the company that is the first to have used this expression is American Express. It means a type of marketing that creates a link between an organization which makes a profit and a non-profit one. The aim of this union is to benefit both.
What does cause marketing means? Where does it come from?
What are the conditions for making cause marketing and how can we recognize it?
Is it a part of marketing or is it a trend marketing notion?
cause marketing or cause - related marketing (CRM) really makes sense in USA and English countries. Indeed the company that is the first to have used this expression is American Express. It means a type of marketing that creates a link between an organization which makes a profit and a non-profit one. The aim of this union is to benefit both.
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