Cause-Related Marketing: Case Studies from a Global Perspective Book Series “Classroom Companion: Business” (Springer)

Editors: M. Mercedes GALAN - LADERO (Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.), University of Extremadura (Spain); Clementina GALERA – CASQUET (Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.), University of Extremadura (Spain); Helena ALVES (Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.), 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 The material should be original, unpublished (only presentation in Conferences and in the proceedings would be accepted, although the chapter should be improved considerably).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: Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.. 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: Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.. The book is scheduled to be published by the end of 2020.

Image

logoaem fondoazul1.fwAsociación Española de Marketing Académico y Profesional Departamento de Dirección de Marketing e Investigación de Mercados

esic_logo_azul1.fw1.png
Image
contacta_btn1.fw.png
socios_btn.fw1.png

 

rrsslog.fwconlink.fw Facebook Twitter Instagram

Utilizamos cookies propias y de terceros para facilitar su navegación en la página web, conocer cómo interactúas con nosotros y recopilar datos estadísticos. Por favor, lee nuestra Política de Cookies para conocer con mayor detalle las cookies que usamos, su finalidad y así como poder configurarlas o rechazarlas si así lo considera

Más información Aceptar Rechazar