Articles
Cause-Related Marketing: Case Studies from a Global Perspective Book Series “Classroom Companion: Business” (Springer)
Editors: M. Mercedes GALAN - LADERO (This email address is being protected from spambots. You need JavaScript enabled to view it.), University of Extremadura (Spain); Clementina GALERA – CASQUET (This email address is being protected from spambots. You need JavaScript enabled to view it.), University of Extremadura (Spain); Helena ALVES (This email address is being protected from spambots. You need JavaScript enabled to view it.), University of Beira Interior (Portugal)
“1 package = 1 vaccine” (if you buy a package of this product, you will donate a vaccine to this NPO to fight against tetanus in the Third World). It is an example of cause-related marketing (CRM) campaigns, in which companies collaborate with non-profit organizations (NPOs) donating an amount of money (or goods / services) for social causes when customers buy the products involved in the campaigns. Cause-related marketing (CRM) is defined as “an agreement between a company and a non-profit organization to collaborate in a social cause and get mutual benefit. The commitment of the company focuses on contributing (financially or in kind) to the cause in terms of sales. Therefore, the donation will depend on consumer behavior” (adapted from Santesmases 1999: 1004; Kotler and Lee 2005: 23; in Galan, 2012). Thus, CRM is not social marketing or nonprofit marketing.
Our aim is to create a book where we can find high-quality cases on different cause-related marketing campaigns that have been developed in anywhere in the world. They should be innovative and highlight their key aspects, and their main advantages and disadvantages for the different parties involved (businesses, non-profit organizations, and consumers). The chapters should be written for classroom use! International cases are particularly welcome. The material should be original, unpublished (only presentation in Conferences and in the proceedings would be accepted, although the chapter should be improved considerably).
Deadline for an extended abstract submission (500 words, approximately): by 1st December, 2019. To: This email address is being protected from spambots. You need JavaScript enabled to view it.. Deadline for abstract acceptance: by 10th January, 2020. Deadline for full case submission (max 10 pages, Calibri 11 and 1.5 line spacing): by 1st March, 2020. To: This email address is being protected from spambots. You need JavaScript enabled to view it.. The book is scheduled to be published by the end of 2020.
