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Record Nr. |
UNINA9910483326303321 |
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Titolo |
Cause-related marketing : case studies from a global perspective / / editors, M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. Alves |
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Pubbl/distr/stampa |
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Cham, Switzerland : , : Springer, , [2021] |
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©2021 |
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ISBN |
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Descrizione fisica |
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1 online resource (xxiv, 435 pages) : illustrations (some color) |
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Collana |
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Classroom companion. Business |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di contenuto |
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Intro -- About this Book -- Contents -- About the Authors -- Contributors -- 1: Theoretical Background: Introduction to Cause-Related Marketing -- 1.1 Introduction -- 1.2 Definition and Main Characteristics -- 1.3 Types of Cause-Related Marketing Programs -- 1.4 Advantages and Disadvantages -- 1.5 Key Aspects in Cause-Related Marketing Success -- 1.6 Implementation of a Cause-Related Marketing Program -- 1.7 Ethical Considerations -- 1.8 Broadening Cause-Related Marketing? -- Conclusions -- 1.9 Questions and Answers/Quiz/Review Questions/Discussion Questions -- References -- I: Environmental Causes -- 2: Green Cause-Related Marketing for Social Innovation: Helping People to Reimagine Plastic Recycling and Sustainability -- 2.1 Introduction -- 2.2 Case Development -- 2.2.1 CRM and Innovation for Green Businesses in Developing Countries -- 2.2.2 Methodology: Analyzing Qualia-ReforestArg's CRM Strategy -- 2.2.3 CRM Design and Implementation Model for Green Businesses -- 2.2.4 CRM Design and Consumers' Preference Toward Products Made with Recycled Plastics -- Conclusions -- References -- 3: Villavicencio-Banco de Bosques: "Leave your Mark, a Reserve for More Reserves" - Marketing Campaign to Recover Forests from Argentine Chaco -- 3.1 Introduction -- 3.1.1 Climatic Change and the Contribution of Native Forests -- 3.2 Case Development -- 3.2.1 The Main Partnership: Banco de Bosques y Villavicencio -- |
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3.2.1.1 Villavicencio-Danone -- 3.2.1.2 Banco de Bosques Foundation -- 3.2.1.3 "Leave Your Mark, a Reserve for Another Reserve" Campaign -- 3.2.1.4 Target Market -- 3.2.1.5 Choice of the NGO Partner: Banco de Bosques Foundation -- 3.2.1.6 Stages of the "Leave Your Mark" Campaign -- 3.2.2 Marketing Mix -- 3.2.2.1 Product -- 3.2.2.2 Price -- 3.2.2.3 Place -- 3.2.2.4 Promotion -- 3.2.3 Results of the First Campaign. |
Conclusions -- References -- 4: The Triodos Bank Pension Plan: A Case of Solidarity-Based Investment -- 4.1 Introduction: The Power of Money -- 4.2 Triodos Bank: A Benchmark of Ethical and Solidarity-Based Banking -- 4.3 The Triodos Foundation's Donation System -- 4.4 Triodos Bank's Solidarity-Based Pension Plan -- Conclusions -- References -- 5: WWF Spain: Illustrating Factors at Play, Impacts, and Tensions in Cause-Related Marketing for Global Sustainability -- 5.1 Introduction: Global Sustainability Challenges, Agenda 2030, and the Role of CRM -- 5.2 Case Development -- 5.2.1 WWF, WWF Spain, and Marketing Strategies -- 5.2.2 WWF Spain and CRM Campaigns -- 5.2.3 Impact of CRM Campaigns -- 5.2.4 Key Drivers of Impact -- 5.2.5 Critical Analysis -- References -- II: Social Causes (I): Covering Basic Needs -- 6: "Lighting Up Lives": A Cause-Related Marketing Case to Solve Energy Poverty and Improve Quality of Life in Pakistan -- 6.1 Introduction -- 6.2 Case Development -- 6.2.1 Pepsi Company Pakistan -- 6.2.2 Active Citizen Engagement (ACE) Welfare Foundation -- 6.2.3 "Lighting Up Lives" Campaign -- 6.2.3.1 First Campaign (Launched in 2015) -- 6.2.3.2 Second Campaign (Launched in 2016) -- 6.2.3.3 Third Campaign (Launched in 2017) -- 6.2.3.4 "Eyes Closed for Light" Campaign Launched in 2017 -- 6.2.3.5 Main Results -- Conclu sions -- References -- 7: Value Co-creation in Cause-Related Marketing: The Case of "El Turrón Solidario" (The Solidarity Nougat) Campaign by Lidl and Ayuda en Acción Foundation -- 7.1 Introduction -- 7.2 Case Development -- 7.2.1 Strategic Marketing -- 7.2.2 "Product" Variable -- 7.2.3 "Price" Variable -- 7.2.4 "Place" Variable -- 7.2.5 "Promotion" Variable -- 7.2.6 Campaign Outcomes -- Conclusions -- References. |
8: Application of Cause-Related Marketing in the Fight Against Hunger: Case "Good Restaurants" -- 8.1 Introduction -- 8.2 The NPO "Action Against Hunger" -- 8.3 Case Development: Restaurants Against Hunger, Good Restaurants -- 8.4 Initiative Development "Good Restaurants" -- 8.5 Restaurants Against Hunger in the World -- References -- 9: Project "Soup of Aid" as a Cause-Related Marketing Campaign -- 9.1 Introduction -- 9.2 Case Development: Cause-Related Marketing Campaign of the Restaurant Rak Based on the Participatory Approach -- 9.2.1 Soup of Aid -- References -- 10: The Importance of Target Group-Oriented Brand Management in the Context of Cause-Related Marketing: The Case of Viva con Agua -- 10.1 Introduction -- 10.1.1 Drinking Water: For Various Reasons, a Hard-Fought Commodity -- 10.2 Case Development -- 10.2.1 Viva con Agua: A German Mineral Water That Supports Water Projects Worldwide -- 10.2.2 Hip Brand Strategy for Hip Target Groups: Implemented in Off- and Online CRM Activities -- 10.2.3 An Organization That Does Not Stand Still: Further Product Diversification and Brand Stretching -- Conclusion -- References -- 11: TOMS: "We Are in Business to Improve Lives" -- 11.1 Introduction -- 11.1.1 The "Buy One Give One" Model -- 11.2 Case Development: Evolution of the Model in the TOMS Firm -- 11.2.1 Stages of the "Buy One Give One" Model -- 11.2.1.1 Stage 1: The Beginning and Success of the Classic "Buy One Give One" Model -- 11.2.1.2 Stage 2: First Change and Evolution Within the "Buy One Give One" Model -- 11.2.1.3 |
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Stage 3: Evolution of the "Buy One Give One" Model to the Donation Fund -- 11.3 Results -- Conclusions -- Annex 1 Impact Grant Partners (2018) -- References -- III: Social Causes (II): Education -- 12: Cause-Related Marketing Applied to Support Education in Tanzania: The Case of TCHIBO -- 12.1 Introduction. |
12.1.1 Give and Take: Coffee from Tanzania, Educational Support for Tanzania -- 12.2 Case Development -- 12.2.1 Cause-Related Marketing for Better Education and Training Prospects in Tanzania -- Conclusion -- References -- 13: "Buy a Pen, Donate a Pen": A Case Study About the Power of Congruence and Simplicity in Online Cause-Related Marketing -- 13.1 Introduction -- 13.2 Case Development: "Buy a Pen, Donate a Pen" -- 13.3 CRM and BIC's Corporate Social Responsibility -- 13.4 Brand-Cause Congruence -- 13.5 Slogan Simplicity -- 13.6 Big Allies -- 13.7 Helping Children from the Customer Community -- 13.8 Increasing Control by Focusing Exclusively on the Online Selling Channel -- Conclusions -- References -- 14: Bank Positioning and Cause-Related Marketing: The Case of Contactmore by ING -- 14.1 Introduction -- 14.2 Case Development: Contactmore Campaign by ING -- 14.2.1 Microsite -- 14.2.2 Video -- 14.2.3 Social Networks -- 14.2.4 Blog and Publicity -- 14.2.5 Permission Marketing -- Conclusions -- References -- 15: Cause-Related Marketing in Retail e-Commerce as Support for the Sustainability of the University: The Case of Amazon and University of the Andes (Colombia) -- 15.1 Introduction -- 15.2 Case Development -- 15.2.1 Building the Future in Amazon -- 15.2.2 Sustainability and Cause-Related Marketing (CRM) in Amazon -- 15.2.3 Cause-Related Marketing (CRM) and University Sustainability -- 15.3 Results -- Conclusions -- References -- 16: Cause-Related Marketing in Luxury Brands: The Case of Josefinas -- 16.1 Introduction -- 16.1.1 Cause-Related Marketing in Luxury Brands -- 16.1.2 Woman Empowerment Against Domestic Violence -- 16.2 Case Development -- 16.2.1 "Fashion Against Domestic Violence": Cause-Related Marketing -- 16.2.2 Communication and Results of Josefinas CRM Campaign -- Conclusions -- References. |
17: Disseminating Pet-Friendly Trends in Partnership: The Initiative 'Marketing Con Causa' in Mexico -- 17.1 Introduction -- 17.2 Case Development -- 17.2.1 Pet-Friendly Trends Influencing Adoptions and Donations -- 17.2.2 What Is the Initiative 'Marketing con Causa' in Mexico? A Case Study -- Conclusions -- References -- IV: Health Causes -- 18: Cause-Related Marketing (CRM) of Ausonia's Campaigns -- 18.1 Introduction -- 18.2 Case Development -- 18.3 Campaign Results -- References -- 19: The Role of Cause-Related Marketing in the Case of Breast Cancer in Romania -- 19.1 Introduction -- 19.2 Case Development -- 19.2.1 Methodology -- 19.2.2 Avon Cosmetics Romania: The "Campaign of Promises" -- 19.2.3 The Main Results of the Campaign -- Appendix -- References -- 20: Digital Communication as a Vehicle for Cause-Related Marketing in Cancer Prevention: Lactogal Case Study -- 20.1 Introduction -- 20.2 Case Development: Lactogal Case Study -- 20.3 Results -- Conclusions -- References -- 21: All United Against Breast Cancer: The Solidarity Beauty of Estée Lauder -- 21.1 Introduction -- 21.2 The Case of the Estée Lauder Companies -- 21.2.1 The Company -- 21.2.2 Estée Lauder and Corporate Social Responsibility (CSR) -- 21.2.3 A Cause-Related Marketing (CRM) Campaign: The Breast Cancer Campaign -- 21.2.3.1 The Breast Cancer Campaign in 2019 -- 21.2.3.2 Results of the Breast Cancer Campaign -- Conclusions -- References -- 22: Analysis of the CRM Campaigns on Facebook: The Case of Menudos Corazones -- 22.1 Introduction -- 22.2 Case Development -- 22.2.1 |
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Menudos Corazones Foundation -- 22.2.2 Methodology -- 22.2.3 Results -- 22.2.3.1 General Results of the Facebook Pages of Menudos Corazones, Ikea, Citroën, and Cortefiel. |
22.2.3.2 Comparative Analysis of CRM Campaign Messages Published on Menudos Corazones' Facebook Page and the Other Companies' Facebook Pages (Ikea, Citroën, and Cortefiel). |
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