Starbucks, Target and Nike are just some of the businesses today partnership with not-for-profit organizations in the cause-related marketing campaigns. On the one hand, the campaign to raise awareness, support and donations for social causes such as global hunger relief. On the other hand, they enhance corporate reputation, customer loyalty, and financial benefits for the company. Such as cause-related marketing is an effort organized by Macy's, Pfizer, and other companies on behalf of the American Heart Association. The program has raised over $ 32 million donation to charity, while generating more than 1 billion media impressions for corporate sponsors. Discussion of the concept and practice of cause-related marketing, as well as some of its social and ethical complexities. Suggests ways to improve the effectiveness of this popular marketing tool and form of corporate philanthropy. "Hide
by Matthew Berglind, Cheryl Nakata Source: Business Horizons 11 pages. Publication Date: September 15, 2005. Prod. #: BH172-PDF-ENG
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