Cause marketing
From The Art and Popular Culture Encyclopedia
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Cause marketing is defined as a type of corporate social responsibility, in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.
A similar phrase, cause-related marketing, usually refers to a subset of cause marketing that involves the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. A high-profile form of cause-related marketing occurs at checkout counters when customers are asked to support a cause with a charitable donation. Cause marketing differs from corporate giving (philanthropy), as the latter generally involves a specific donation that is tax-deductible, while cause marketing is a promotional campaign not necessarily based on a donation.
See also
- Corporate Social Responsibility
- Corporate image
- Foundation (charity)
- List of marketing topics
- Marketing
- Non-profit organization
- Philanthropy
- Public relations
