Designing Cause-Related Marketing Campaigns that Work

By Vlachos Pavlos A., Assistant Professor of Marketing, Academic Director of The ALBA MBA

Cause related marketing (CRM) has become a standard activity for most brands, with cause sponsorship projected to reach, in the United States only, $1.92 billion in 2015. Formally, CRM can be defined as a marketing incentive technique whereby an organization makes a monetary or non-monetary contribution to a cause each time consumers transact with the firm. Continue reading