Cause-Related Marketing

1. Front Matter

   Pages I-XXIV

   PDF

2. Theoretical Background: Introduction to Cause-Related Marketing

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

   Pages 1-16

3. Environmental Causes

   1. Front Matter

      Pages 17-18

      PDF

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

      • Reynaldo G. Rivera

      Pages 19-30

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

      • Enrique Bianchi, Carolina Sanchez, Juan Manuel Bruno

      Pages 31-44

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

      • Antonio Chamorro-Mera, M. Manuela Palacios-González

      Pages 45-53

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

      • Sergio Belda-Miquel, M. Eugenia Ruiz-Molina, Irene Gil-Saura

      Pages 55-67

4. Social Causes (I): Covering Basic Needs

   1. Front Matter

      Pages 69-70

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   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

      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

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. 

• CSR case studies
• Social marketing in practice
• Marketing for good cause
• Nonprofit management
• Intersectoral partnerships in marketing
• Transactional campaigns
• Pop-up stores for charity
• Cause marketing campaign
• Point of sale campaigns
• Nonprofit campaigning
• corporate social responsibility

• 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

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.

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