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
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- About this Textbook
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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
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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)
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Theoretical Background: Introduction to Cause-Related Marketing
Pages 1-16
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Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability
Pages 19-30
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Villavicencio–Banco de Bosques: “Leave your Mark, a Reserve for More Reserves” – Marketing Campaign to Recover Forests from Argentine Chaco
Pages 31-44
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The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment
Pages 45-53
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WWF Spain: Illustrating Factors at Play, Impacts, and Tensions in Cause-Related Marketing for Global Sustainability
Pages 55-67
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Table of contents (26 chapters)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Cause-Related Marketing
- Book Subtitle
- Case Studies From a Global Perspective
- Editors
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- 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
