Classroom Companion: Business

Cause-Related Marketing

Case Studies From a Global Perspective

Editors: Galan-Ladero, M. Mercedes, Galera-Casquet, Clementina, Alves, Helena M. (Eds.)

Free Preview
  • 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
see more benefits

Buy this book

eBook 85,59 €
price for Spain (gross)
  • ISBN 978-3-030-65455-9
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-65454-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this Textbook

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. 

About the authors

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.

Table of contents (26 chapters)

Table of contents (26 chapters)
  • Theoretical Background: Introduction to Cause-Related Marketing

    Pages 1-16

    Galan-Ladero, M. Mercedes (et al.)

  • Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability

    Pages 19-30

    Rivera, Reynaldo G.

  • Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco

    Pages 31-44

    Bianchi, Enrique (et al.)

  • The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment

    Pages 45-53

    Chamorro-Mera, Antonio (et al.)

  • WWF Spain: Illustrating Factors at Play, Impacts, and Tensions in Cause-Related Marketing for Global Sustainability

    Pages 55-67

    Belda-Miquel, Sergio (et al.)

Buy this book

eBook 85,59 €
price for Spain (gross)
  • ISBN 978-3-030-65455-9
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 103,99 €
price for Spain (gross)
  • ISBN 978-3-030-65454-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
Loading...

Recommended for you

Loading...

Bibliographic Information

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
Copyright
2021
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-65455-9
DOI
10.1007/978-3-030-65455-9
Hardcover ISBN
978-3-030-65454-2
Series ISSN
2662-2866
Edition Number
1
Number of Pages
XXIV, 435
Number of Illustrations
8 b/w illustrations, 93 illustrations in colour
Topics