Over seven years ago, when the cause-related marketing campaign at Business in the Community1 was set up, few companies were aware of cause-related marketing or understood it. Fewer still were practising it. Today the situation is very different. The purpose of this chapter is to provide an understanding of cause-related marketing. Cause-related marketing will be defined and set in context, providing an outline of the business case and evidence from the marketing perspective. Case studies will be used to illustrate cause-related marketing and identify some of the critical success factors in developing effective programmes. Finally, guiding principles and processes will be provided to support readers in developing their own strategies and programmes.
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