Cause-Related Marketing : Case Studies From a Global Perspective / edited by M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves
(Classroom Companion: Business. ISSN:26622874)
Publisher | (Cham : Springer International Publishing : Imprint: Springer) |
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Year | 2021 |
Edition | 1st ed. 2021. |
Authors | Galan-Ladero, M. Mercedes editor Galera-Casquet, Clementina editor Alves, Helena M editor SpringerLink (Online service) |
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Links to the text | Location | Volume | Call No. | Barcode No. | Status | Comments | ISBN | Printed | Restriction | Reserve |
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Links to the text | Library Off-campus access |
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OB00161876 | Springer Business and Management eBooks (電子ブック) | 9783030654559 |
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Material Type | E-Book |
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Media type | 機械可読データファイル |
Size | XXIV, 435 p. 101 illus., 93 illus. in color : online resource |
Notes | 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 as a 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. 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. HTTP:URL=https://doi.org/10.1007/978-3-030-65455-9 |
Subjects | LCSH:Marketing LCSH:Business ethics FREE:Marketing FREE:Business Ethics |
Classification | LCC:HF5410-5417.5 DC23:658.8 |
ID | 8000073980 |
ISBN | 9783030654559 |
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