11026nam 2200541 450 991048332630332120221010172749.03-030-65455-9(CKB)4100000011807073(MiAaPQ)EBC6531626(Au-PeEL)EBL6531626(OCoLC)1244622641(PPN)254724086(EXLCZ)99410000001180707320211015d2021 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierCause-related marketing case studies from a global perspective /editors, M. Mercedes Galan-Ladero, Clementina Galera-Casquet, Helena M. AlvesCham, Switzerland :Springer,[2021]©20211 online resource (xxiv, 435 pages) illustrations (some color)Classroom companion.Business3-030-65454-0 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 -- 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 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 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).Classroom companion.BusinessSocial marketingCase studiesSocial marketingSocial marketingSocial marketing.658.8Alves Helena JavielGalan-Ladero M. MercedesGalera-Casquet ClementinaMiAaPQMiAaPQMiAaPQBOOK9910483326303321Cause-related marketing1891879UNINA