Clow, Kenneth E.; Baack, Donald
March 2005
Concise Encyclopedia of Advertising;2005, p28
Reference Entry
A definition of the term "cause-related marketing" is presented. It refers to the tying of marketing program to some type of charity work or program. It is noted that many consumers believe that brands associated with a nonprofit organization are superior to brands that are not tied to special causes. In choosing a cause, a company's marketing team should focus on issues that relate to a specific business.


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