Teaching Notes

摘要: Nowadays, the importance of cause-related marketing is unquestionable. Cause-related marketing (CRM) has become one of the main initiatives in corporate social responsibility. Since 1983, when the first campaign called in that way was developed by American Express in the USA, CRM has grown in popularity and CRM examples can be currently found around the world. In this theoretical chapter, some definitions and core concepts are considered, and types of CRM are analyzed. The main steps of a CRM program for its implementation are also explained. Finally, ethics and cultural differences are referred as key aspects in CRM campaigns.