Cause-related marketing for breast cancer: Investigating tools for partnerships.

摘要

The thesis outlines cause-related marketing (CRM) campaigns and examines the effectiveness and implications for the organizations involved. CRM campaigns are when corporate entities partner with philanthropies in order to advance the "cause" for which the philanthropic organization supports. SWOT methodology is used to analyze three cases: a short term success, a long term success, and a "failure." From these three cases, best practices and learning points are observed which can be used to develop successful campaigns. Ethical implications such as Yoplait's tactics in the "Save Lids to Save Lives" campaign are discussed to better understand CRM's repercussions. The conclusion addresses how to organize a CRM campaign highlighting the learning points developed from each chapter.