Concept information
Preferred term
cause-related marketing
Definition
- Cause-related marketing (CRM) refers to a marketing activity that involves a company forming a relationship with a particular cause or causes for mutual benefit. CRM can be characterized as a strategic marketing tool employed to achieve both social and corporate objectives; it simultaneously benefits the company and a charity or similar cause. [Source: Encyclopedia of Business Ethics and Society; Cause-Related Marketing]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/cause-related_marketing
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