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978-3-030-65455-9 |
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|a 9783030654559
|9 978-3-030-65455-9
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|a Cause-Related Marketing
|h [electronic resource] :
|b Case Studies From a Global Perspective /
|c edited by M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves.
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|a 1st ed. 2021.
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|a Cham :
|b Springer International Publishing :
|b Imprint: Springer,
|c 2021.
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|a XXIV, 435 p. 101 illus., 93 illus. in color.
|b online resource.
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
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|a online resource
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|a text file
|b PDF
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|a Classroom Companion: Business,
|x 2662-2874
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|a Theoretical Background: Introduction to Cause-Related Marketing -- Environmental Causes: Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability -- Villavicencio - Banco de Bosques: "Leave Your Mark, a Reserve for More Reserves". Marketing Campaign to Recover Forests from Agentine Chaco -- The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment -- WWF Spain: Illustrating Factors at Play, Impacts and Tensions in Cause-Related Marketing for Global Sustainability -- Social Causes (I): Covering Basic Needs: "Lighting Up Lives": A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan -- Value Co-Creation in Cause-Related Marketing: The Case of "El Turrón Solidario" (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation -- Application of Cause-Related Marketing in the Fight Against Hunger: Case "Good Restaurants" -- Project "Soup of Aid" as a Cause-Related Marketing Campaign -- The Importance of Target-Group Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua -- TOMS: "We Are in Business to Improve Lives" -- Social Causes (II): Education: Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO -- "Buy a Pen, Donate a Pen": A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing -- Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING -- Cause-Related Marketing in Retail E-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Columbia) -- Cause-Related Marketing in Luxury Brands: The Case of Josefinas -- Disseminating Pet-Friendly Trends in Partnership: The Initiative "Marketing con Causa" in Mexico -- Health Causes: Cause-Related Marketing (CRM) of Ausonia's Campaigns -- The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania -- Digital Communication asa Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study -- All United Against Breast Cancer: The Solidarity Beauty of Estée Lauder -- Analysis of the CRM Campaigns on Facebook. The Case of Menudos Corazones -- Considerations and Decisions for Firms: Organizational Conflicts in CRM Planning and Implementation: City Hotel's Towel Reuse Program -- Santos Motors -- Choosing CRM -- Teaching Notes for This Textbook. .
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|a 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. .
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| 650 |
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|a Marketing.
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| 650 |
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|a Business ethics.
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|a Marketing.
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| 650 |
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|a Business Ethics.
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| 700 |
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|a Galan-Ladero, M. Mercedes.
|e editor.
|4 edt
|4 http://id.loc.gov/vocabulary/relators/edt
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| 700 |
1 |
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|a Galera-Casquet, Clementina.
|e editor.
|4 edt
|4 http://id.loc.gov/vocabulary/relators/edt
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| 700 |
1 |
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|a Alves, Helena M.
|e editor.
|4 edt
|4 http://id.loc.gov/vocabulary/relators/edt
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| 710 |
2 |
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|a SpringerLink (Online service)
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| 773 |
0 |
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|t Springer Nature eBook
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| 776 |
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8 |
|i Printed edition:
|z 9783030654542
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| 776 |
0 |
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|i Printed edition:
|z 9783030654566
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| 776 |
0 |
8 |
|i Printed edition:
|z 9783030654573
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| 830 |
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|a Classroom Companion: Business,
|x 2662-2874
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| 856 |
4 |
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|u https://doi.org/10.1007/978-3-030-65455-9
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| 912 |
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|a ZDB-2-BUM
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| 912 |
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|a ZDB-2-SXBM
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| 950 |
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|a Business and Management (SpringerNature-41169)
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| 950 |
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|a Business and Management (R0) (SpringerNature-43719)
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