Show Your Business Heart With Cause-Related Marketing
01/02/2009 08:54
Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.
Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a company,s proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.