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Cause-Related Marketing

Case Studies From a Global Perspective

  • Textbook
  • © 2021

Overview

Editors:
  1. M. Mercedes Galan-Ladero

    1. Departamento de Dirección de Empresas y Sociología, University of Extremadura, Badajoz, Spain

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  2. Clementina Galera-Casquet

    1. Departamento de Dirección de Empresas y Sociología, University of Extremadura, Badajoz, Spain

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  3. Helena M. Alves

    1. Departamento de Gestão e Economia, University of Beira Interior, Covilhã, Portugal

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  • Introduces the concept and applications of cause-related marketing using a case-based approach
  • Presents well-developed cases from for-profit and non-profit, organizations around the world
  • Shows cause-related marketing as one of the main corporate social responsibility initiatives

Part of the book series: Classroom Companion: Business (CCB)

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Table of contents (26 chapters)

  1. Front Matter

    Pages I-XXIV
    Download chapter PDF

  2. Theoretical Background: Introduction to Cause-Related Marketing

    • M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves
    Pages 1-16

  4. Social Causes (I): Covering Basic Needs

    1. Front Matter

      Pages 69-70
      Download chapter PDF

    2. “Lighting Up Lives”: A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan

      • Hina Y. Bhatti, M. Mercedes Galan-Ladero, Clementina Galera-Casquet
      Pages 71-88

    3. Value Co-creation in Cause-Related Marketing: The Case of “El Turrón Solidario” (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation

      • Yolanda Díaz-Perdomo, Luis Ignacio Álvarez-González, M. José Sanzo-Pérez
      Pages 89-102

    4. Application of Cause-Related Marketing in the Fight Against Hunger: Case “Good Restaurants”

      • Azucena Penelas-Leguía, José María López-Sanz, Pablo Gutiérrez-Rodríguez, Pedro Cuesta-Valiño
      Pages 103-116

    5. Project “Soup of Aid” as a Cause-Related Marketing Campaign

      • Katarína Vitálišová, Kamila Borseková, Anna Vaňová, Darina Rojíková
      Pages 117-125

    6. The Importance of Target Group-Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua

      • Answin Vilmar
      Pages 127-138

    7. TOMS: “We Are in Business to Improve Lives”

      • M. Victoria Carrillo-Duran, Ana Castillo-Diaz
      Pages 139-152

  5. Social Causes (II): Education

    1. Front Matter

      Pages 153-154
      Download chapter PDF

    2. Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO

      • Answin Vilmar
      Pages 155-165

    3. “Buy a Pen, Donate a Pen”: A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing

      • Daniel Belanche
      Pages 167-177

    4. Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING

      • Belén Ruiz, Juan A. García
      Pages 179-187

    5. Cause-Related Marketing in Retail e-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Colombia)

      • Aníbal E. Toscano-Hernandez, Luis I. Alvarez-Gonzalez, M. Jose Sanzo-Perez
      Pages 189-200

    6. Cause-Related Marketing in Luxury Brands: The Case of Josefinas

      • Diana Pereira, Beatriz Casais, Marisa R. Ferreira, João F. Proença
      Pages 201-209
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Keywords

About this book

This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom. 

Editors and Affiliations

  • Departamento de Dirección de Empresas y Sociología, University of Extremadura, Badajoz, Spain

    M. Mercedes Galan-Ladero, Clementina Galera-Casquet

  • Departamento de Gestão e Economia, University of Beira Interior, Covilhã, Portugal

    Helena M. Alves

About the editors

M. Mercedes Galán-Ladero is an Associate Professor (Prof. Contratado Doctor) in the Department of Business Management & Sociology at the University of Extremadura (Spain), where she teaches marketing. She is currently engaged in research on cause-related marketing and corporate social responsibility, as well as social marketing and non-profit marketing; ethnocentrism, local food products and their internationalization. 


Clementina Galera-Casquet is an Associate Professor (Prof. Titular de Universidad) in the Department of Business Management & Sociology at the University of Extremadura (Spain), where she teaches marketing at master and doctoral levels. Her research focus is in the areas of cause-related marketing and corporate social responsibility, as well as non-profit marketing and non-profit organizations alliances. 


Helena M. Baptista Alves is an Associate Professor in the Department of Business and Economics at the University of Beira Interior (Portugal), where she teaches graduate, master and doctoral students. She is also a researcher at the University of Beira Interior/NECE – Research Center in Business Sciences. Her areas of expertise are services marketing, educational marketing, student satisfaction, public marketing, and relationship marketing. She is the Editor-in-Chief of the International Review on Public and Nonprofit Marketing, a Springer journal.


Bibliographic Information

  • Book Title: Cause-Related Marketing

  • Book Subtitle: Case Studies From a Global Perspective

  • Editors: M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves

  • Series Title: Classroom Companion: Business

  • DOI: https://doi.org/10.1007/978-3-030-65455-9

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Nature Switzerland AG 2021

  • Hardcover ISBN: 978-3-030-65454-2Published: 28 March 2021

  • Softcover ISBN: 978-3-030-65457-3Published: 29 March 2022

  • eBook ISBN: 978-3-030-65455-9Published: 27 March 2021

  • Series ISSN: 2662-2866

  • Series E-ISSN: 2662-2874

  • Edition Number: 1

  • Number of Pages: XXIV, 435

  • Number of Illustrations: 8 b/w illustrations, 93 illustrations in colour

  • Topics: Marketing, Corporate Social Responsibility, Business Ethics

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