Overview
- 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
Part of the book series: Classroom Companion: Business (CCB)
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Table of contents (26 chapters)
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Environmental Causes
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Social Causes (I): Covering Basic Needs
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Social Causes (II): Education
Editors and Affiliations
About the editors
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.
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
DOI: https://doi.org/10.1007/978-3-030-65455-9
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-65454-2Published: 28 March 2021
Softcover ISBN: 978-3-030-65457-3Published: 29 March 2022
eBook ISBN: 978-3-030-65455-9Published: 27 March 2021
Series ISSN: 2662-2866
Series E-ISSN: 2662-2874
Edition Number: 1
Number of Pages: XXIV, 435
Number of Illustrations: 8 b/w illustrations, 93 illustrations in colour
Topics: Marketing, Corporate Social Responsibility, Business Ethics