Cause Marketing and the Effects

By Jody Coughlin, Forbes:

If you have ever purchased a product or service and felt a little better about it because it had a little pink ribbon on it, you have likely been a patron of a cause marketing campaign. The concept refers to a type of marketing involving the cooperative efforts of a “for profit” business and a non-profit organization for mutual benefit. Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship not necessarily based on a donation… Read more

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