Cause Related Marketing

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Cause Related Marketing is gaining prominence as consumers demand greater accountability and responsibility from corporations. In a landscape where price and quality are often similar, brands must compete for customer loyalty by standing for values beyond their products or services. This marketing approach benefits both businesses and society. The text positions Cause Related Marketing within the broader contexts of marketing, corporate social responsibility, and community investment. It examines consumer and corporate attitudes in the UK and internationally, offering research insights. Utilizing The Business in the Community Cause Related Marketing Guidelines, authored by Sue Adkins and introduced by HRH The Prince of Wales, it delves into the principles and processes essential for excellence in this field. The book features vignettes and detailed case studies that illustrate Cause Related Marketing through various national and international examples. Sue Adkins, recognized as an international expert and Director of the Business in the Community's Cause Related Marketing Campaign, has played a pivotal role in establishing this practice as a legitimate component of the marketing mix in the UK.