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Classroom Companion: Business
cover

Cause-Related Marketing

Case Studies From a Global Perspective

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

  • 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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Buy this book

eBook $89.00
price for USA in USD
  • The eBook version of this title will be available soon
  • Due: April 20, 2021
  • ISBN 978-3-030-65455-9
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover $119.99
price for USA in USD
  • Customers within the U.S. and Canada please contact Customer Service at +1-800-777-4643, Latin America please contact us at +1-212-460-1500 (24 hours a day, 7 days a week). Pre-ordered printed titles are excluded from promotions.
  • Due: March 23, 2021
  • ISBN 978-3-030-65454-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Please be advised Covid-19 shipping restrictions apply. Please review prior to ordering
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.

Buy this book

eBook $89.00
price for USA in USD
  • The eBook version of this title will be available soon
  • Due: April 20, 2021
  • ISBN 978-3-030-65455-9
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover $119.99
price for USA in USD
  • Customers within the U.S. and Canada please contact Customer Service at +1-800-777-4643, Latin America please contact us at +1-212-460-1500 (24 hours a day, 7 days a week). Pre-ordered printed titles are excluded from promotions.
  • Due: March 23, 2021
  • ISBN 978-3-030-65454-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Please be advised Covid-19 shipping restrictions apply. Please review prior to ordering
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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
X, 310
Number of Illustrations
8 b/w illustrations, 93 illustrations in colour
Topics