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Table of Contents
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.
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.